Travel livestreaming opens up new channels for value co-creation. Accordingly, following uses and gratifications theory, this research aims to identify and examine complex configurations that drive viewer value cocreation behavior. Firstly, factors falling into 3 categories of gratifications were extracted based on the interview and literature review, namely, source credibility, usefulness, remuneration, innovation, immersion, and real-time interactivity. Then, the results of SEM show that the six factors all contribute to the value cocreation behavior. Furthermore, the fsQCA analysis provides a finer-grained understanding of antecedent configurations. This study expands the scenarios of value cocreation and provides application implications for tourism livestreaming stakeholders.

旅游直播开辟了价值共创的新渠道。因此，根据使用和满足理论，本研究旨在识别和检查驱动观看者价值共创行为的复杂配置。首先，根据访谈和文献回顾，提取了满足 3 类满意度的因素，即来源可信度、有用性、报酬、创新性、沉浸感和实时交互性。然后，SEM的结果表明，这六个因素都有助于价值共创行为。此外，fsQCA 分析提供了对前提配置的更细粒度的理解。本研究扩展了价值共创的场景，并为旅游直播利益相关者提供了应用启示。