A study on the causes of viewers' non-continuous following intention in tourism live streaming.

With the advancement of digital technologies, tourism live streaming (TLS) has rapidly gained global popularity due to its real-time and interactive features, showcasing significant marketing potential. However, viewer retention remains a major challenge and a bottleneck for TLS development. This study first defined the concept and dimensions of alternative attractiveness in TLS through qualitative interviews. It then constructs an analytical framework based on the Push-Pull-Mooring (PPM) theory. It empirically tests how psychological contract breach, viewer-live streamer social distance, and alternative attractiveness influence viewers' non-continuous following intention (NCFI) in TLS. The findings reveal that these factors significantly impact NCFI. Customer complaining behavior mediates the relationship between psychological contract breach and NCFI, and perceived controllability positively moderates this relationship. This study provides a new theoretical perspective on understanding viewer attrition mechanisms and offers practical suggestions for TLS platforms and streamers to enhance viewer retention.