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Please use this identifier to cite or link to this item:
http://asiair.asia.edu.tw/ir/handle/310904400/107244
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| Title: | Online Travellers Attitude: The Impact of Perceived Usefulness on User Generated Content |
| Authors: | Vega, Martha Viridiana Perez |
| Contributors: | 經營管理學系 |
| Keywords: | Social Media Attitude;Perceived Usefulness;Electronic Word of Mouth;Trip Planning Attitude;User-Generated Content |
| Date: | 2017 |
| Issue Date: | 2017-03-08 05:29:12 (UTC+0) |
| Publisher: | 亞洲大學 |
| Abstract: | Purpose – This study attempts to provide a better understanding of user-generated content by examining the role of perceived usefulness and to study key factors that influence Taiwanese and Mexican travellers to create user-generated content.
Design/methodology/approach – This study uses a quantitative approach to test the proposed hypotheses. Causal research design is used in this research to identify cause and effect relationships between constructs. Primary data collection is used to gather data collected from 200 people in Taiwan and 192 people in Mexico. The study adopted the questionnaire design from previous studies, the measurement of the questionnaire items was by use of five-point Likert scale, the data on this research will be analyzed using the structural equation modeling analysis and the hypothesis will be tested by determining averages and standard deviations.
Originality/value – This study helps to better understand the importance of having users generating content for the specific purpose of promoting tourism and to know how travelers generate content in social media. It also provides a better understanding of the factors that determine the usefulness and influence of the social media attitude and electronic word of mouth over travelers in their travel planning attitude and it explores the extent to which users share their experiences online, calling this user-generated content.
Findings – In both countries, Perceived Usefulness was identified as the most influential on travelers’ attitude, therefor Social Media Attitude and Electronic Word of Mouth are regarded as less important, of which Electronic Word of Mouth is the second most dominant in motivating the Travel Planning Attitude. We also found several differences, being the most relevant that in Taiwan Perceived Usefulness affects the Travel Planning Attitude, and this influences User-Generated content, which is also influenced by Social Media Attitude, whereas Electronic Word of Mouth makes an effect on Travel Planning Attitude and User Generated Content only in Mexico.
Research Limitations – This research is limited to respondents only from Taiwan and Mexico. Also, a bigger sample could help the results.
Practical implications - The findings of this research imply several practical applications for marketing organizations and the tourism industry as a whole, because there is still a lack of solid strategies in mastering social media and a low implementation of knowledge, specifically in Taiwanese and Mexican markets. First, it will help know what factors have become of basic consideration for travellers in User-Generated Content and, secondly, it gives an explanation and evidence of to what extent each variable influences User-Generated Content. |
| Appears in Collections: | [經營管理學系 ] 博碩士論文
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