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Consumer perception of knowledge-sharing in travel-related Online Social Networks
Institution:1. Department of Marketing, Florida Atlantic University, Boca Raton, FL, USA;2. Missouri State University, Springfield, MO, USA;3. Rosen College of Hospitality Management, University of Central Florida, Orlando, FL, USA;4. College of Economics & Political Science at Sultan Qaboos University, Oman;1. Department of Statistics and Operations Research, School of Mathematical Sciences, Tel-Aviv University, Israel;2. Department of Business Administration, Guilford Glazer Faculty of Management, Ben-Gurion University of the Negev, Israel;1. College of Hotel & Tourism Management, Kyung Hee University, 1 Hoegi-dong, Dongdaemun-gu, Seoul 130-701, Republic of Korea;2. Department of Marketing and Information Systems, American University of Sharjah, P.O. Box 26666, Sharjah, United Arab Emirates;1. School of Business, Guangdong University of Foreign Studies, No.2, North Baiyun Avenue, Baiyun District, Guangzhou, Guangdong Province, 510420, PR China;2. Newcastle Business School, Northumbria University, City Campus East 1, Newcastle upon Tyne, NE1 8ST, United Kingdom;3. School of Humanities, Jilin Agricultural University, Changchun, Jilin Province, 130118, PR China;1. Online Communication Research Centre, Department of Journalism and Communication, Hong Kong Shue Yan University, 10 Wai Tsui Crescent, North Point, Hong Kong Special Administrative Region;2. Faculty of Education, The University of Hong Kong, Pokfulam, Hong Kong Special Administrative Region
Abstract:Consumers trust the Internet for advice. Online Social Networks (OSNs) are creating collective knowledge and becoming major information gathering sources among tourists when making travel decisions and purchasing travel-related products and services. The aim of the current study is to develop a theoretical model that tests the precursors of “intention to share knowledge” behaviors in the context of OSNs. Based on the previous literature, a theoretical model was developed and tested using Confirmatory Factor Analysis and Structural Equation Modeling with a sample of travel-related OSN users who had at least one year of online travel shopping experience. Study results show that both perceived ease of use and belief in integrity positively influence knowledge sharing behaviors. Utilitarian beliefs and subjective norms positively influence belief in integrity. This is one of the few research studies within this field and study results present clear theoretical and practical implications for the travel and tourism industry.
Keywords:Social media  Information exchange  User generated content  Decision-making  Switching costs
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