The effect of motivational factor for using SNSs on tourist attitude

Purpose – This research examines the relationship between motivational factor in regards to writing comments and tourist attitude. Specifically, the study (a) explains the relationships between motivational factors and tourist recommendation intentions on SNSs, and (b) evaluates the factors influencing recommendation intentions on SNSs. Design – To develop a useful marketing strategy in the Social Networking Site (SNS) environment in Korea tourism, it is important to identify the relationship between the motivational factors regarding the reasons for writing comments and tourist attitude to suggest effective tourism marketing on SNSs due to the growing interest in Korea tourism among Chinese students and tourists. Methodology – The measurement items were adapted for an SNS setting from published studies related to the hospitality and tourism field. All of the measurement items were based on a 7-point Likert-type scale. Finding – The results offer valuable suggestions to SNS firms and marketers with important insights into the quality of SNS contents for developing marketing strategies. Originality – For further utilization as an effective bridging tool between SNS users, more detailed understanding of the developed approach for using SNSs is provided

Online consumer market inefficiencies and intermediation

This paper seeks to empirically unravel why consumers sometimes need to trust intermediaries in online markets. Notwithstanding assertions that online markets will eventually eliminate the need for intermediaries, intermediaries remain an active part of the online market landscape. This paper tries to understand this phenomenon from a view of a consumer lack of trust in online markets and seeks to unearth what ultimately causes a lack of consumer trust in online markets and the role played by intermediaries in the mix. The paper proposes a model and empirically validates it. Findings suggest that inherent inefficiencies in online markets lead to consumer uncertainty. Perceptions of uncertainty lead to a lack of consumer trust in online markets. Consumer trust in online markets is restored only by placing trust in intermediaries