Factors Influencing Online Travel Information Value and User's Continuous Intention in Social Media
2012, 36(5), pp.289-308
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism
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The purpose of this study is to identify key factors affecting Korean tourists' continuous intention to use social media for travel planning and sharing of their travel experience. In addition, this study suggested an empirical model that posits hedonic value and functional value, affect, and satisfaction as the key antecedents of continuous use intention and examined the structural relationships among them. Perspectives of how one can define and interpret social media communities within the tourism industry are discussed and issues related to the functions of social media communities are explored from the users’ viewpoint. The results of this study show that hedonic value, functional value of online information, and satisfaction are significant determinants of consumers’ continual intention to use social media to search travel information. While all have significant effects, the functional value is the strongest predictor of intention to use the social media among the direct precursors to the behavioral intention. The findings also indicate that affect has direct impact on satisfaction and indirect impact on intention. This study, although limited in its scope, will be of interest to academic researchers and industry practitioners who are seeking to better understand tourists' social media usage behaviors for planning travels and sharing experience.
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