Intention of Sharing Travel Experiences on Social Media: Motivations and the Moderating Effect of Face Orientation

dc.contributor.authorWang, Xiaorongen_NZ
dc.contributor.authorLi, Xinyuen_NZ
dc.contributor.authorLi, Qien_NZ
dc.contributor.authorPeng, Lifangen_NZ
dc.description.abstractAs the application of social media in tourism growing rapidly, shared information on social media is recognized as an important information source for both tourism suppliers and potential tourists. This study constructs a conceptual framework why tourists share their travel experiences on social media based on the theory of reasoned action and the self-determination theory, and tests four conceptual foundations in the framework: intrinsic motivation, extrinsic motivation and face orientation which contains protective face and acquisitive face. Data were collected through an online survey and the research model was tested with 353 respondents who were social media users. The results indicate that protective face was observed to negatively moderate the relationship between both intrinsic as well as extrinsic motivations and sharing intention respectively, while the moderating effect of acquisitive face is significant on neither. Our findings extend prior literature, and offer a theoretic guidance to tourism industry on how to improve business through social media.en_NZ
dc.identifier.citationProceedings of the 25th Australasian Conference on Information Systems, 8th - 10th December, Auckland, New Zealand
dc.titleIntention of Sharing Travel Experiences on Social Media: Motivations and the Moderating Effect of Face Orientationen_NZ
dc.typeConference Contribution
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