Consumer perception of knowledge-sharing in travel-related Online Social Networks

Highlights

• Perceived ease of use (PEOU) is still a prominent construct.

• PEOU positively influences utilitarian beliefs, subjective norms, belief in integrity and intention to share knowledge.

• When customers trust the organization, they are more likely to share the organization's content.

• Subjective norms and utilitarian beliefs strengthen users' belief in integrity.

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.

Introduction

Online Social Networks (OSNs) have become important social platforms for computer-mediated communications (Ellison et al., 2014, Majchrzak et al., 2013), acting as cyber “coffee shops” where people are able to find and then electronically ‘talk’ to others with similar interests (Ayeh, Au, & Law, 2013). As a Web 2.0 technology, OSNs are gaining attention as knowledge sharing platforms for the travel and tourism industry as more and more travelers are using this method to exchange information (Bradley et al., 2015, Kandampully et al., 2015, Law et al., 2014, Morosan et al., 2014). They have been recognized as innovative knowledge sharing networks (e.g. product reviews, trends, restaurant and hotel reviews, and travel blogs) by enabling users to connect, share, and interact with others (Inversini and Masiero, 2014, Öz, 2015, Uhrig et al., 2010). They are powerful platforms that allow users to collaborate and contribute to developing, extending, rating, commenting on travel related experiences (destination reviews, TripAdvisor things to do lists, Yelp reviews, restaurant Instagram pages, etc.). Among OSNs, TripAdvisor has more than 175 million reviews. Tourism and hospitality stakeholders often open and manage accounts on numerous platforms including Twitter, Facebook, Instagram, Pinterest, Vine, Snapchat, Twitter and Google+. OSNs have therefore become the mainstay of a digital marketing strategy for the travel industry. It is estimated that online reviews influence more than US$10 billion in online travel purchases every year (Nusair, Bilgihan, Okumus, & Cobanoglu, 2013).

OSNs are creating “collective knowledge” and becoming a major source to gather knowledge among consumers (Ayeh et al., 2013, Bilgihan et al., 2014, Sigala, 2012). Thus, user generated content is on the rise. Data available from national statistical surveys show that the main interest for OSN websites is to share information and to seek advice (Vickery & Wunsch-Vincent, 2007). Mackenzie (2011) compiled various marketing research, and reported that 81% of online population received recommendation from friends and other OSN users prior to a purchase decision and 74% of those who received a recommendation found it to be influential in their decision making process. Another survey conducted by Sheraton Hotels reveal that 64% of respondents use OSNs to make their travel plans (Mackenzie, 2011). It is also reported that more than half of Facebook members use the site to get travel-related information (Mackenzie, 2011). OSNs play vital roles in the decision-making process of travelers as they engage in OSNs to obtain travel related information and share their personal experiences, reviews, comments, and opinions (Inversini and Masiero, 2014, Law et al., 2015). In sum, consumers in the OSN medium are influenced by the opinions of other people in making purchasing decisions (e.g. when choosing hotels, restaurants, attractions, and destinations).

Internet users are not only using OSNs to search information, but they are also the ones who create the content in them (Bronner and de Hoog, 2011, Sigala, 2012). The motives of travelers to share their experiences and knowledge in OSNs have not been examined. Most OSN users are lurkers who read discussions, reviews, and feedback but rarely or never participate (Heinonen, 2011). The biggest challenge for tourism firms is to convince users to share knowledge with other members in OSNs (Urban, Sultan, & Qualls, 2012). Thus, success of OSN profiles of tourism companies and organizations depends on whether users are willing to share their experiences and knowledge with other users (Aluri et al., 2015, Bakshy et al., 2012, Lee et al., 2005, Sigala, 2012). The willingness of travelers to participate in knowledge sharing is of importance to the travel and tourism industry. Therefore, the aim of the current study is to examine the factors that motivate users to share travel related information in OSNs using a multidisciplinary approach to the topic that combines an understanding to social, marketing and information systems literature. In summary, this study will introduce a theoretical model to understand the antecedents of the intention to share knowledge behaviors. The authors have first developed a measurement model based on an extensive literature review and then empirically tested this model.