Exploring the Influence of User-Generated Content Factors on the Behavioral Intentions of Travel Consumers

Social media have been deemed as more and more critical to modern travel consumers. These consumers often regard social media as trustworthy source that can lower the perceived risk and uncertainty throughout their travel. Though previous studies revealed that travel consumers’ participation in social media could be explained by their functional, social-psychological and hedonic needs, the factors that impact their behavioral intentions, such as...