The Role of Creativity, Altruism, and Social Relationship in Sharing Travel Information Using Social Networking Services

• Published in: Asia Pacific Journal of Information Systems Vol. 29; no. 3; pp. 359 - 381
• Main Authors: Han, Heejeong, Joun, Youhee, Um, Taehyee, Koo, Chulmo, Chung, Namho
• Format: Journal Article
• Language: English
• Published: 한국경영정보학회 30.09.2019
• Subjects: 경영학; Self-Image Expression; Social Relationship; Intention to Share Travel Information; Behavioral Changes; Social Networking Services; Altruism; Creativity
• ISSN: 2288-5404; 2288-6818
• DOI: 10.14329/apjis.2019.29.3.359

Social networking services (SNSs) have become important and popular tools for not only presenting self-image but also sharing travel information. This study adopted self-image expressions to understand tourists’ intentions to share travel information and behavioral changes in SNSs. To enhance understanding tourists’ intention and behavior, the current study suggests a research model based on motivations for self-image expression (i.e., creativity, altruism and social relationship). This current study empirically resulted in the importance of users’ creativity, altruism and social relationship in SNS, which leads to the intention and behavioral changes to share travel information. In addition, altruism moderated the negative effect of creativity on self-image expression as well as the positive effect of the social relationship on self-image expression. Based on the result of this study, the current study bears some implications in a theoretical and practical context.