A Study on Travel Information Adoption Intention in the Online Social Community: the Perspectives of Customer Experience and Information Adoption Model

With the popularity of the online social community, people have become accustomed to sharing their travel experiences online. Internet users can read about others’ experiences, view tour photos, and gather information from other users during their leisure time or before travelling abroad. This study based on the information adoption theory and the concept of experience marketing; additionally, the moderating effects of consumption point on association among customer experiences, information usefulness, and information adoption intentions has been investigated. An Internet survey was conducted for data collection, and 492 returned responses were analyzed. The findings show that customer experience and information usefulness increase Internet users’ information adoption intentions and that the quality and credibility of Internet tourism information have a positive effect on customer experience and information usefulness. Content vividness was linked to an improved user experience. Consumption point influences the relationship between information usefulness and information adoption intentions, but it does not affect the relationship between customer experience and information adoption intention.