An Empirical Study on Travelers’ Acceptance Intention of Travel Information on Social Networks

Social networks are new channels for travelers to obtain or share travel information, which has important impacts on their travel decision-making behavior. Therefore, the psychological feelings of travelers and their acceptance intention (AI) of this type of travel information should be explored. In this study, certain psychological latent variables were incorporated into a technology acceptance model to construct an extended model that explores the factors influencing the travelers’ AI of travel information on social networks. This model was validated using survey data collected in Chongqing, China. The influence of each factor on the AI and the interaction between factors were quantitatively described using the structural equation modeling method. The results showed that the perceived risk, perceived trust, and perceived usefulness are the most important factors affecting travelers’ AI; the subjective norm, hedonic motivation, and perceived ease of use also exert a certain degree of influence; the proposed research model has a good interpretation ability for AI, and the explanatory power has reached 52%. This study confirmed the applicability of the constructed model in this research field on the basis of survey data and provided a theoretical reference for ascertaining the attitude of travelers toward travel information available on social networks.