Consumer perception of knowledge-sharing in travel-related OnlineSocial Networks

Anil Bilgihan, Albert Barreda, Fevzi Okumus, Khaldoon Nusair

Research output: Contribution to journalArticle

107 Citations (Scopus)

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 "intention 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.

Original languageEnglish
Pages (from-to)287-296
Number of pages10
JournalTourism Management
Volume52
DOIs
Publication statusPublished - Feb 1 2016

Keywords

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

ASJC Scopus subject areas

  • Development
  • Transportation
  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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