Test of an integrative model of travel-related social media users' switching intentions

Abstract

An integrative model of travel-related social media (TSM) users' switching intentions is proposed and tested. Data were collected from 393 Korean TSM users. The structural equation modeling results reveal that TSM users' confirmation of expectation enhances both utilitarian and hedonic values. TSM users' confirmation of expectation elevates their satisfaction. Such users' perceptions of utilitarian and hedonic values also foster their satisfaction. TSM users' perceptions of hedonic values and satisfaction as well as their perceptions of sunk costs for TSM usage reduce their proclivity to switch. The negative effects of sunk costs on switching intentions are stronger among users who are more satisfied with TSM usage. Implications of the empirical findings are discussed in the study.