Tandon Urvashi, Ertz Myriam, Bansal Harbhajan
Haryana School of Business, Guru Jambheshwar University of Science andTechnology, Hisar, Haryana, India.
Chitkara Business School, Chitkara University, Rajpura, Punjab, India.
Technol Soc. 2020 Nov;63:101438. doi: 10.1016/j.techsoc.2020.101438. Epub 2020 Oct 18.
This study develops a theoretical model that highlights the determinants of actual social media (SM) usage for travel planning by combining theoretical frameworks from the marketing, psychology and information systems literature. The data was collected through field as well as online survey in India. An online survey questionnaire link was shared on different social media platforms and social networking sites. Besides, field visits were carried out to collect data in-person through face-to-face interviews. The final sample consists of 539 observations. Structural Equation Modelling (SEM) was applied to validate the hypothesized relationships among constructs. The results suggest that technological convenience and perceived enjoyment influence the perceived ease of using SM for travel planning. In turn, perceived ease of use impacts perceived usefulness, along with media richness. Perceived ease of use and perceived usefulness, along with trust positively influence intentions to use SM for travel planning, while perceived risk inhibits those intentions. However, trust increases perceived usefulness and mitigates perceived risk. Importantly, intentions exert a strong impact on actual use. This study contributes to the literature by presenting and validating a theory-driven framework that unveils the factors influencing actual usage of SM for travel planning. The proposed theoretical framework emphasizes the key relationships among factors and provides a research basis for development in other contexts.
本研究通过结合营销、心理学和信息系统文献中的理论框架，构建了一个理论模型，突出了实际社交媒体（SM）用于旅行规划的决定因素。数据通过在印度进行的实地调查以及在线调查收集。在线调查问卷链接在不同的社交媒体平台和社交网站上分享。此外，还进行了实地访问，通过面对面访谈亲自收集数据。最终样本包括539个观测值。应用结构方程模型（SEM）来验证各构念之间的假设关系。结果表明，技术便利性和感知乐趣会影响使用SM进行旅行规划的感知易用性。反过来，感知易用性会影响感知有用性以及媒体丰富度。感知易用性和感知有用性以及信任会积极影响使用SM进行旅行规划的意图，而感知风险则会抑制这些意图。然而，信任会增加感知有用性并减轻感知风险。重要的是，意图对实际使用有强烈影响。本研究通过提出并验证一个理论驱动的框架，揭示了影响SM用于旅行规划的实际使用的因素，为文献做出了贡献。所提出的理论框架强调了各因素之间的关键关系，并为其他背景下的发展提供了研究基础。
