Cultural Dimensions and Social Media Empowerment in Digital Era: Travel-Related Continuance Usage Intention

In this digital age, technological advancements have dramatically transformed consumers? travel behavior. Among these, social media has been identified as the most notable and popular platform which appeals to consumers from different cultures, mindsets, demographics. Culture may stimulate individuals’ attitudes subsequent Thus, prior research concentrated on technology adoption in cross-cultural perspectives, rather than influence of empowerment an individual context. The significance cultural dimensions shaping behavioral patterns long recognized, but topic remains understudied. Moreover, usage seen exponential growth popularity, little incorporated values at level, mostly for purposes. Hence, current study aims examine their impact continuance intention a viewpoint. Therefore, integrated framework is proposed, grounded acceptance model (TAM), extended by (i.e., collectivism, long-term orientation, uncertainty avoidance), self-efficacy. A cross-sectional data survey (n = 346) was conducted structural equation modeling (SEM) carried out. Results show that collectivism orientation are significantly linked with perceived ease use usefulness, influences intention, whereas avoidance does not any relevance. self-efficacy (though indirectly) affects via usefulness. From our findings, providers encouraged follow effects while providing tourism services media. theoretical practical implications these results also area focus paper.