Online travel information value and its influence on the continuance usage intention of social media

In this digital age, technological advancements have dramatically transformed consumers′ travel behavior. Among these, social media has been identified as the most notable and popular digital platform which appeals to consumers from different cultures, mindsets, and demographics. Culture may stimulate individuals’ attitudes and subsequent behavior. Thus, prior research concentrated on technology adoption in the cross-cultural perspectives, rather than the influence of technological empowerment in an individual context. The significance of the cultural dimensions in shaping behavioral patterns of travel consumers has long been recognized, but the topic remains understudied. Moreover, the usage of social media has seen exponential growth in popularity, but little research has incorporated cultural values at an individual level, mostly for travel purposes. Hence, this current study aims to examine cultural values and their impact on social media continuance usage intention from a travel viewpoint. Therefore, an integrated framework is proposed, grounded in the technology acceptance model (TAM), and extended by cultural values (i.e., collectivism, long-term orientation, and uncertainty avoidance), and social media self-efficacy. A cross-sectional data survey (n = 346) was conducted on travel consumers and a structural equation modeling (SEM) was carried out. Results show that collectivism and long-term orientation are significantly linked with the perceived ease of use and perceived usefulness, which influences the social media continuance usage intention, whereas uncertainty avoidance does not have any relevance. Moreover, social media self-efficacy significantly (though indirectly) affects the continuance usage intention via perceived usefulness. From our findings, travel providers are encouraged to follow the cultural effects and individuals’ continuance usage intention while providing tourism services on social media. The theoretical and practical implications of these results have also been an area of focus of this paper.

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An exploration of the factors influencing social media continuance usage and information sharing intentions among Korean travellers

Tourism Management ◽

10.1016/j.tourman.2017.06.013 ◽

2017 ◽

Vol 63 ◽

pp. 170-178 ◽

Cited By ~ 46

Author(s):

Kyungsuk Hur ◽

Taegoo Terry Kim ◽

Osman M. Karatepe ◽

Gyehee Lee

Keyword(s):

Social Media ◽

Information Sharing ◽

Factors Influencing ◽

Continuance Usage

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Understanding Factors that Affecting Continuance Usage Intention of Game-Based Learning in the Context of Collaborative Learning

Eurasia Journal of Mathematics Science and Technology Education ◽

10.12973/ejmste/77949 ◽

2017 ◽

Vol 13 (10) ◽

Cited By ~ 2

Author(s):

Yu-Chiung Hsu ◽

Ya-Ming Shiue

Keyword(s):

Collaborative Learning ◽

Game Based Learning ◽

Continuance Usage ◽

Continuance Usage Intention

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Augmenting brand community identification for inactive users: a uses and gratification perspective

Journal of Research in Interactive Marketing ◽

10.1108/jrim-11-2019-0191 ◽

2021 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Laurence Dessart ◽

Cleopatra Veloutsou

Keyword(s):

Social Media ◽

Strong Predictor ◽

Information Value ◽

Activity Levels ◽

Brand Community ◽

Content Type ◽

Uses And Gratification ◽

Highly Active ◽

Community Identification ◽

Facebook Pages

Purpose In an era where companies shift a part of their marketing budget to support their social media presence, very little is known about the antecedents and effects of participant identification in a social media community. This paper aims to examine the antecedents of community identification in a Facebook company-managed brand community, for inactive members, using the uses and gratification theory. Brand community identification is also expected to lead to higher levels of brand loyalty for these members. Design/methodology/approach This research reports the results of a quantitative with survey data from 389 members of a variety of different official Facebook pages. Findings The results reveal that inactive members of Facebook pages can be influenced to act in a way that is beneficial for a company. Perceived human and information value of the brand Facebook page lead members to identify with a brand community and identification is a strong predictor of loyalty to the brand. Practical implications This paper provides suggestions to managers on the development of brand community value that can increase brand community identification and loyalty of apparently inactive brand community members. Originality/value By showing that brand community identification and loyalty exist for users with low activity levels, this research challenges the widely accepted idea that only highly active members are valuable in online brand communities. Specifically, it reveals the most important motivations for these members to identify with the community and be loyal to the brand.

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