Adoption of travel information in user-generated content on social media: the moderating effect of social presence
Adoption of travel information in user-generated content on social media: the moderating effect of social presence
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DOI：
10.1080/0144929x.2015.1039060
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发表时间：
2015-09-02
影响因子：
3.7
通讯作者：
Koo, Chulmo
中科院分区：
文献类型：
--
作者：
Chung, Namho;Han, Heejeong;Koo, Chulmo
旅游模式逐渐从跟团旅游向自由行转变。越来越多的人通过各种媒体获取旅游信息。替代信息来源之一是社交媒体，它使用户能够在成员之间交换信息。然而，社交媒体的特征之一是信息共享，而不是信息搜索，它既包括提供(即发布)信息，也包括获取(即选择性阅读、转发、回复、链接和点赞)信息。与信息共享研究的“给予”方面相比，在信息研究的“获取”方面花费的精力较少。因此，我们调查了旅游信息在社交媒体上的采用情况以及个人之间的交流方式。我们使用精化似然模型，该模型衡量了中心线索(例如论点质量)和外围线索(例如可信度)对旅行者在社交媒体上与社交在场相对应的信息共享行为的影响。对527名通过社交媒体接受旅游信息的受访者进行了实证分析，并对结果进行了检验。我们的研究发现，辩论质量对感知有用性有正向影响，来源可信度对感知有用性和社会关系有正向影响。感知有用性对社会关系有显著的正向影响。感知有用性和社会关系都会影响旅游信息的采纳。最后，研究发现，社交媒体成员对论点质量和来源可信度的感知水平随社交存在程度的不同而不同。
Travel patterns have gradually changed from group travel to individual travel. An increasing number of people acquire travel information through various types of media. One of the alternative information sources is social media, which enables users to exchange information among members. However, one of the characteristics of social media is information sharing, not information search, which involves both giving (i.e. posting) and taking (i.e. selective reading, forwarding, replying, linking, and liking) information. Compared to the 'giving' side of information-sharing research, less effort has been spent on the 'taking' side of information research. Therefore, we investigate travel information adoption in social media as well as how individuals communicate with each other. We use the elaboration likelihood model, which measures the impact of central (e.g. argument quality) and peripheral (e.g. credibility) cues on traveller information-sharing behaviour corresponding with social presence on social media. The results of an empirical analysis of 527 respondents, who were experienced in travel information adoption via social media, were examined. Our findings revealed that argument quality had a positive effect on perceived usefulness and source credibility positively affected perceived usefulness and social relationships. Perceived usefulness had a significant positive effect on social relationships. Both perceived usefulness and social relationships affected travel information adoption. Lastly, the levels of argument quality and source credibility perceived by social media members were found to differ according to the level of social presence.