Abstract：Based on the SOR (Stimulus-Organism-Response) theory framework， this study investigates the mechanism by which social presence influences consumers' willingness to pay a premium when using products of digital cultural tourism， with pleasure and brand trust as chain mediators and product involvement as a moderating variable. Using a questionnaire survey method， this study collected 390 valid responses by adapting established scales from both domestic and international sources， and conducted data analysis through structural equation modeling. The findings are as follows： 1) Social presence factor exerts a notable and positive influence on consumers' willingness to pay a premium. 2) Pleasure and brand trust act as chain mediators and partially mediate the effect between social presence and willingness to pay a premium. 3) Product involvement acts as a notable moderating factor， negatively influencing the connection between social presence and pleasure. This study provides theoretical guidance and decision-making recommendations for the development of digital cultural tourism products and contributes to the better application of digital technologies in the cultural tourism industry in the new era.
李芳轩,彭 程. 社会临场感影响数字文旅产品的溢价支付意愿的机制研究：基于SOR理论[J]. 华中师范大学学报(自然科学版), 2025, 59(3): 401-412.
LI Fangxuan,PENG Cheng. How social presence affects willingness to pay a premium for digital cultural tourism products： a study based on SOR theory. journal1, 2025, 59(3): 401-412.
2025, Vol. 59 
