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

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.