How Does Mobile Social Media Sharing Benefit Travel Experiences?
研究了游客通过移动社交媒体分享旅游体验如何影响其对智能手机提升体验的感知及游后评价，并分析了自我提升倾向的调节作用。
This study investigates the impact of tourists’ travel experience sharing via mobile social media (MSM) on perceptions of smartphone usage-based travel experience improvement and tourists’ post-trip evaluations of their travel experiences. We also examined how two self-enhancement tendencies, self-promotion and self-protection, moderate the relationship between tourists’ MSM travel experience sharing and their perceptions of smartphone usage-based travel experience improvement as well as post-trip evaluations of their travel experiences. A moderated moderation analysis revealed that MSM involvement can condition how tourists’ tendencies for self-promotion moderate the effect of tourists’ travel experience sharing via MSM on their perceptions of smartphone usage-based travel experience improvement. This moderated moderation pattern was similar for the relationship between travel experience sharing via MSM and tourists’ post-trip evaluations of their travel experiences. Theoretical and managerial implications are provided based on the findings.