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

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Abstract

This study tests an empirical model formulated by extending the Triandis model to examine the structural relationships among online travel information value (OTIV), near- and long-term consequences, affect, social factors, facilitating conditions, affective community commitment (ACC), current usage, and continuance usage intention (CUI) among travel-related social media users in Korea. Data were collected through an online survey using the national panel system. A total of 403 respondents were selected based on whether they had traveled at least once within the last 12 months and used at least one social media daily. Eight hypothesized relationships out of eleven were supported. Specifically, as an antecedent of the Triandis model, OTIV had a strong effect on near- and long-term consequences and affect. In addition, the effect of ACC on CUI was stronger than that for current usage. We presented theoretical and practical implications and proposed avenues for future research.

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Author notes

  1. H. Jung and G. Lee have contributed equally.

Authors and Affiliations

  1. Department of Human Resource & General Affairs, MVL Hotel GOYANG, 20 Taegeuk-ro, Ilsandong-gu, Goyang-Si, Gyeonggi-do, 10394, Republic of Korea

    Heejin Jung

  2. Department of Tourism Management, College of Hotel and Tourism Management, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul, 02447, Republic of Korea

    Gyehee Lee & Taegoo Terry Kim

  3. Department of Hotel Management, College of Hotel and Tourism Management, Kyung Hee University, 26 Kyungheedae-ro, Dongdaemun-gu, Seoul, 02447, Republic of Korea

    Kyungsuk Hur

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  1. Heejin Jung
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Correspondence to Taegoo Terry Kim.

Appendix : Measurement items and their sources

Appendix : Measurement items and their sources

Online travel information value (Vogt and Fesenmaier 1998); five-point Likert scale (1 = strongly disagree to 5 = strongly agree)

1.1 Functional value

Travel information gained through travel-related social media:

  • FV1 Is well-explained.

  • FV2 Provides useful contents regarding recommended attractions, festivals, restaurants, and so forth.

  • FV3 Is well prepared for the information about transportation, accommodations, surrounding destinations, and so forth.

  • FV4 Provides me with the best available travel information.

  • FV5 Reduces likelihood of being disappointed during later trip.

1.2 Hedonic value

Travel information gained through travel-related social media:

  • HV1 Makes me excited about traveling.

  • HV2 Entertains me a lot.

  • HV3 Excites me with information about destination’s unique culture.

  • HV4 Allows me pre-experience the destinations’ local culture.

  • HV5 Makes me feel as if I had the experience of traveling the destination of my choice.

1.3 Esthetic value

Travel information gained through travel-related social media:

  • AV1 Allows me visualize the place I want to go.

  • AV2 Makes me interested in the place for its attractiveness.

  • AV3 Shows me how beautiful the destination of my choice is.

  • AV4 Allows me to imagine the exotic attractiveness of the destination I want to visit.

  • AV5 Allows me fantasize about places that I want to visit.

1.4 Innovation value

Travel information gained through travel-related social media:

  • IV1 Leads to my selection of travel destinations.

  • IV2 Helps me find the information about new experiences that I can have in the destination I want to visit.

  • IV3 Satisfies my desire to explore some new places.

  • IV4 Ensures that I can experience new places and can do different things in the destination I want to visit.

  • IV5 Ensures that I can experience the highlights of the place that I want to visit.

1.5 Sign value

SV1 Travel information provided by travel-related social media provides sufficient answers to the questions that people have about travel and tourism.

SV2 Travel information provided by travel-related social media provides proper advice on travel and vacation matters to people.

SV3 Travel information provided by travel-related social media tells me enough about the places I like to go.

SV4 My activities in travel-related social media (e.g., travel information and photo sharing) show others I am knowledgeable about tourism.

SV5 My activities in travel-related social media (e.g., travel information and photo sharing) indicate that I am an active traveler.

Near-term consequences (Hagel and Armstrong 1997; Parra-López et al. 2011; Wang and Fesenmaier 2004); five-point Likert scale (1 = strongly disagree to 5 = strongly agree)

  • NTC1 Travel-related social media enables me to keep up-to-date with knowledge about the tourist sites and activities of interest.

  • NTC2 Travel-related social media permits me to save costs and get the most out of the resources invested in travel.

  • NTC3 Travel-related social media gives me the possibility to provide and to receive information about tourist sites and activities of interest.

Long-term consequences (Jeong 2008; Parra-López et al. 2011; Wang and Fesenmaier 2004); five-point Likert scale (1 = strongly disagree to 5 = strongly agree)

  • LTC1 Travel-related social media enables me to stay in contact with others who share the same interests in travel.

  • LTC2 My personal relationships with the people I met in the social media who have similar travel motivation interest me a lot.

  • LTC3 Travel-related social media provides me with strong feeling of belonging to the community.

Affect (Chang et al. 2008); five-point semantic differential scale ranging from −2 to 2

The usage of travel-related social media would be:

  • AF1 disgusting—enjoyable

  • AF2 dull—exciting

  • AF3 unpleasant—pleasant

  • AF4 harmful—beneficial

Social factors (Cheung et al. 2000; Taylor and Todd 1995); fiver-point Likert scale (1 = strongly disagree to 5 = strongly agree)

The score for social factors is calculated as follows: social factor (i) = NB (i) * MC (i), where i = 1–3.

1.5.1 Normative belief

  • NB1 People who influence my behavior think that I should use travel-related social media.

  • NB2 People who are important to me think that I should use travel-related social media.

  • NB3 People whose opinions I value tell me that I should use travel-related social media.

1.5.2 Motivation to comply

  • MC1 Generally speaking, I would do what people who influence my behavior think I should do.

  • MC2 Generally speaking, I would do what people who are important to me think I should do.

  • MC3 Generally speaking, I would do what people whose opinions I value think I should do.

Facilitating conditions (Chung and Buhalis, 2008; Parra-López et al. 2011); five-point Likert scale (1 = strongly disagree to 5 = strongly agree)

  • FC1 I have access to the technology needed to access travel-related social media (e.g., Internet, broadband, smartphone, computer).

  • FC2 The present technology level in the society I live and the destinations I have traveled is high (access to the high speed Internet and PC).

  • FC3 The social use of information technology in the societies I am in (e.g., schools, in the administration, in services, in businesses) is high.

  • FC4 In my social environment, there is a strong tendency to progress and incorporate new technologies in all spheres.

  • FC5 Some personal referent (e.g., family, friend, workmate, travel companion) uses travel-related social media, and to a certain extent, has influenced my usage.

Affective community commitment (Allen and Meyer 1990; Gruen et al. 2000); five-point Likert scale (1 = strongly disagree to 5 = strongly agree)

  • ACC1 I say to my friends that travel-related social media is very useful for searching tourism information and organizing a trip.

  • ACC2 I am not emotionally attached to travel-related social media.R

  • ACC3 I am proud to tell others that I am a member of travel-related social media community.

  • ACC4 Travel-related social media facilitates my tourism information search process very well.

  • ACC5 Travel-related social media is the best source of information for my tourism information search.

Current usage (Chang et al. 2008; Wang and Fesenmaier 2004); five-point Likert scale (1 = strongly disagree to 5 = strongly agree)

  • CU1 I use travel-related social media very intensively.

  • CU2 I use travel-related social media very frequently.

  • CU3 Overall, I use travel-related social media a lot.

Continuance usage intention (Bhattacherjee and Premkumar 2004; Parra-López et al. 2011); five-point Likert scale (1 = strongly disagree to 5 = strongly agree)

  • CUI1 I intent to continue using travel-related social media for searching travel information in the future.

  • CUI2 I will encourage people who influence my behavior (e.g., family, relatives, friends, colleagues) to use travel-related social media in the future.

  • CUI3 I will keep using travel-related social media for searching travel information in the future as much as I do now.

  • CUI4 I will always try to use travel-related social media for searching travel information in the future.

  • CUI5 I will search travel information in travel-related social media in the future as much as I do now.

Note: R denotes reversed-scored item.

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Jung, H., Lee, G., Hur, K. et al. Online travel information value and its influence on the continuance usage intention of social media. Serv Bus 12, 85–120 (2018). https://doi.org/10.1007/s11628-017-0339-4

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