Presentation Desire of Online Identity in Social Network Services: Focusing on Travel Perspective

다국어 초록 (Multilingual Abstract)

The growing use of the Social Network Services(SNSs), not only in daily life but also for travel information and experience sharing, has become an interesting area for research. This study investigates travel members’ online identities and social norm through their Social Network Service experience and its positive behavioural outcomes. Data were derived from 174 respondents belonging to SNS users and were analyzed using Smart PLS 2.0. The results revealed several important findings. First, we found that online identity and online social norm had a significant and positive effect on presentation desire of online identity. Moreover, presentation desire of online identity showed a positive effect on both SNS travel information sharing intention and SNS recommendation for travel. Lastly, SNS travel information sharing had a significant effect on SNS recommendation for travel.

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