Factors Influencing Users’ Content Sharing Intention in Travel-Related Consumer Generated Media.
Factors Influencing Users’ Content Sharing Intention in Travel-Related Consumer Generated Media.
复制标题
影响旅游相关消费者生成媒体中用户内容共享意愿的因素。
DOI：
10.1007/978-3-031-25752-0_13
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发表时间：
2023
期刊：
影响因子：
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通讯作者：
Juhyeok
中科院分区：
文献类型：
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作者：
Li;Jiao.;Zhu;Kaige.,& Jang;Juhyeok
与旅行相关的消费者生成媒体 (CGM) 在旅行者的决策过程中发挥着越来越重要的作用。我们一直致力于探索 CGM 对用户旅行行为的影响。然而，人们对于促使用户在旅行相关 CGM 上发布信息的动机知之甚少。本研究旨在通过结合技术接受模型（TAM）、计划行为理论（TPB）以及使用与满足理论（U&G）来深入研究此类动机因素。结果显示，用户在发布内容时感知的易用性会显着影响感知的有用性。此外，用户从娱乐、信息共享和奖励中获得的满足感可能会积极影响他们对内容共享的态度。此外，态度、主观规范、感知行为控制和感知有用性共同决定了用户使用旅行相关CGM进行内容共享的意愿。然而，感知有用性、感知易用性、地位追求、社交和消磨时间对他们对内容共享的态度的影响微不足道。本研究测试了TAM、TPB和U&G结合以扩大其在旅行相关CGM领域的应用的可能性，并为旅行相关CGM管理者改进其服务提供建议。
Travel-related consumer generated media (CGM) plays an increasingly important role in travelers’ decision-making process. Strenuous effort has been dedicated to explore CGM’s impact on users’ travel behaviors. However, little is known about the motivations that drive users to post information on travel-related CGM. By combining the technology acceptance model (TAM), theory of planned behavior (TPB), and uses and gratifications theory (U&G), this study aims to delve into such motivational factors. The results revealed that users’ perceived ease of use when posting content significantly affects perceived usefulness. Additionally, users’ gratification derived from entertainment, information sharing, and rewards could positively influence their attitudes toward content sharing. Moreover, attitude, subjective norms, perceived behavioral control, and perceived usefulness jointly determine users’ intention to use travel-related CGM for content sharing. However, the impacts of perceived usefulness, perceived ease of use, status-seeking, socializing, and passing time on their attitudes toward content sharing were insignificant. This study tests the possibility of combining the TAM, TPB, and U&G to expand their application in the field of travel-related CGM, and provides suggestions for travel-related CGM managers to improve their services.