Cross-national differences in travelers’ continuance of knowledge sharing in online travel communities

Hassan Selim, Riyad Eid, Gomaa Agag and Yasser Moustafa Shehawy

Journal of Retailing and Consumer Services, 2022, vol. 65, issue C

Abstract: This study aims to investigate factors motivating travellers to continue knowledge sharing across four countries and how these factors vary among answerers, lurkers, and askers. We utilised structural equation modelling to analyze the data gathered from a sample of 6,803 travelers in four countries. Findings indicated that the influence of subjective norm, reputation, shared language, satisfaction, and commitment on continuance of knowledge sharing was greater in developing economies compared with developed economies. The findings also indicated that shared language and reputation enhancement are positively related to attitude towards users behaviour to continue knowledge sharing for answerers, lurkers, and askers. Knowledge demand is positively related to attitude for only lurkers. Moreover, travellers are most apt to continue knowledge sharing regardless of their original intentions in emerging economies compared with developed markets. This study aids practitioners to carry out specific targeted measurements and develop new marketing strategies to meet the needs of each segment.

Keywords: Online travel communities; Knowledge sharing; Theory of planned behaviour; Expectation confirmation model; Emerging/developed economies (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (15)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:65:y:2022:i:c:s0969698921004525

DOI: 10.1016/j.jretconser.2021.102886

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