Determinants of the Commitment to Social Media Community Among Domestic Tourists: An Application of the Extended Triandis Model

정희진; Kim Taegoo; Lee Gyehee

Social media have come into playing indispensible roles in travel planning, social networking, and actual bookings and purchasing of tourism and tourism related products. This study was designed to identify the determinants of the users' commitment to the social media community based on the theoretical framework of Triandis model(1980), which helps researchers understand the structure of information usage behavior in various contexts. The data for this study were derived from an national panel online survey, which was conducted among Bloggers who had taken leisure travels for the last one year prior to the survey. A total of 236 Bloggers, were included in the model test of path analysis. Results showed that affect, social factors and near-term consequences were positively related to commitment. Also, commitment positively affected the intention to continue to use social media for travel information search. However, contrary to our expectation, long-term consequences and facilitating conditions were found to be an insignificant predictor for commitment and intention to continue to use social media. Practical implications and future research direction were also presented.

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* 2021년 이후 발행 논문의 참고문헌은 현재 구축 중입니다.

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