Predicting the intention to use consumer-generated media for travel planning

Despite the growing enthusiasm about social media, empirical research findings suggest that the majority of Internet users are not using consumer-generated media (CGM) for travel planning. Yet little is presently known about the relevant factors determining CGM usage for the specific purpose of travel planning. Using an online survey of travel consumers, this study investigates the intention to use consumer-generated media for travel planning by introducing new factors into the conventional TAM and using a partial least squares' estimation. Findings shed light on the differences in terms of the antecedents in this context. While the study demonstrates the theoretical validity and the empirical applicability of the TAM model to the context of CGM usage for travel planning, it goes further to verify the significant roles of distinctive factors like travelers' perceptions of similarity of interest, trustworthiness and enjoyment. Several managerial and research implications emerge.

► Found support for the conventional TAM related constructs in predicting intention. ► Observed differences in study's context regarding the nature of the relationships. ► Hedonic value is most influential in predicting the utilitarian use for trip planning. ► Findings support the appropriateness of the attitude construct in TAM research. ► Perceived similarity of interest wields a strong relationship with trustworthiness.