دانلود رایگان مقاله انگلیسی عوامل تعیین کننده کاربرد رسانه های اجتماعی هتل - امرالد 2017

Abstract

Purpose With the emergence of mobile devices, factors such as interaction and ubiquity have become increasingly important in the use of social media networks. However, regarding hotel guests’ use of social media, knowledge about how those factors contribute to guests’ continued social media use remains limited. In response, this study aimed to examine the influence of interaction and ubiquity mediated by trust, benefits, and enjoyment on hotel guests’ continued use of social media networks. Design/methodology/approach To examine the hypotheses, a self-administered questionnaire was posted by 10 UK hotels on their social media pages. A total of 258 usable data were collected and analyzed using partial least squares analysis. Findings Two social media characteristics—interaction and ubiquity—influenced hotel guests’ continued use of social media via the mediating variables of trust, benefits, and enjoyment. Originality/value This study bridges the gap in research regarding intended continued use of social media networks by offering new empirical evidence concerning the determinants of hotel guests’ continued use of social media.

Discussion and Conclusion

Discussion

This study examined the antecedents of the continued use of social media by hotel guests. The results of data analysis revealed that both interaction and ubiquity exert strong effects on trust, perceived benefits, and perceived enjoyment with hotels’ social media pages. More importantly, the results confirmed that trust, benefits, and enjoyment mediate the relationship among interaction, ubiquity, and continued use of social media. The findings also suggest that the concept of interacting with hotel guests anywhere and at any time pose important implications for hotel guests’ trust regarding hotels’ social media presence, the perceived benefits that they gain, and their enjoyment in engaging online with the hotel. All of those aspects strongly affect the intention to continue to use of social media among hotel guests. Those findings are new to the body of hotel social media research and contribute to knowledge about the antecedents of continued IT use, largely because the study is among the first to examine the effect of interaction and ubiquity in the context of hotel social media. In fact, research on continued use of social media in various contexts has thus far supported the importance of either ubiquity (Kim et al., 2008b; Kim et al.; 2016; tom Dieck et al., 2017) or interaction (Bove and Johnson, 2000; Brashear et al., 2003; Terwel et al., 2009; Yang, 2013). However, no research has explored the importance of both constructs in the hospitality industry.