What drives consumer knowledge sharing in online travel communities?: Personal attributes or e-service factors?

Yuan, D.; Lin, Z.; Zhou, R.

Abstract

Consumer voluntary sharing of e-service knowledge in an online community is of great value to both business and consumers. This study develops and tests a research model integrating two personal attributes (consumer innovativeness and subjective knowledge) and two e-service factors (perceived ease of use and usefulness) in predicting consumer voluntary knowledge sharing in an online community. Data were collected using a web-based survey of 364 airline travelers recruited through an online travel community in China. Partial Least Squares Structural Equation Modeling (PLS-SEM) technique was used to analyze the data. The results reveal that personal factors are stronger drivers of knowledge sharing than e-service factors. This study advances consumer knowledge sharing in online communities, and has implications for enhancing a firm’s e-service strategies.

Citation

Yuan, D., Lin, Z., & Zhou, R. (2016). What drives consumer knowledge sharing in online travel communities?: Personal attributes or e-service factors?. Computers in Human Behavior, 63, 68-74. https://doi.org/10.1016/j.chb.2016.05.019

• Journal Article Type: Article
• Acceptance Date: May 7, 2016
• Online Publication Date: May 14, 2016
• Publication Date: Oct 1, 2016
• Deposit Date: Nov 10, 2017
• Publicly Available Date: Nov 10, 2017
• Journal: Computers in Human Behavior
• Print ISSN: 0747-5632
• Electronic ISSN: 1873-7692
• Publisher: Elsevier
• Peer Reviewed: Peer Reviewed
• Volume: 63
• Pages: 68-74
• DOI: https://doi.org/10.1016/j.chb.2016.05.019
• Public URL: https://durham-repository.worktribe.com/output/1343916