Consumer perception of knowledge-sharing in travel-related Online Social Networks

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 "œintention 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.

Department(s)

Hospitality Leadership

Document Type

Article

DOI

https://doi.org/10.1016/j.tourman.2015.07.002

Keywords

Social media, Information exchange, User generated content, Decision-making, Switching costs

Publication Date

2016

Journal Title

Tourism Management

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