Sociable media is more and more popular and has many benefits for tourist. A large part of travelers use information searching in The Internet as well as collect all the valuable information from different sources when it comes to making travel-related decisions. This research examines how to use social media to find the travel information searches. According to value-added measurement (VAM) model, the visiters perception of social media is the decisive factor affecting the use of the social networking. A survey was conducted with 695 respondents, as the results, the perceived value got the highest response. In this way, the travelers use social media for searching travel information, have two advantages (information reliability, enjoyment) and sacrifice (complexity and perceived effort). This study discusses the theory as well as the practical implications of the VAM model in the background of social media on tourism.
Problem Statement Research Objectives Research Question Is there positive influence of perceived value on social media usage Is there positive influence of information reliability on perceived value Is there positive influence of information reliability on social media usage Is there positive influence of enjoyment on perceived value Is there positive influence of enjoyment on social media usage Is there negative influence of complexity on perceived value Is there negative influence of complexity on social media usage Is there negative influence of perceived effort on perceived value Is there negative influence of perceived effort on social media usage Research Framework Figure 1 Research Framework Hypothesis H1 There is positive influence of perceived value on social media usage. H2 There is positive influence of information reliability on perceived value. H3 There is positive influence of information reliability on social media usage. H4 There is positive influence of enjoyment on perceived value. H5 There is positive influence of enjoyment on social media usage. H6 There is negative influence of complexity on perceived value.
H7 There is positive influence of complexity on social media usage. H8 There is negative influence of perceived effort on perceived value. H9 There is negative influence of perceived effort on social media usage. Literature Review Perceived value There are a number of theories of value, such as the value of consumption, the value of services, consumer value and value perception (He et al, 2013 Kim et al, 2007, 2012. Gupta and Kim, 2010).
However, the value of awareness is the key factor to consumers can evaluate exactly about the price and quality of a product as well as the benefits that they receive when using the product. Therefore, to determine the value of a product, the price and the benefit is that both the first factor that consumers should consider. Perceived value is determined by the costs and benefits, as it demonstrates the interaction between the customer and the product or service (Payne and Holt, 2001). According to Davis (1989), to understand the difference the between perceived usefulness and perceived ease of use, we provide a number of experimental studies as wel as the theory of cost benefits to use and apply. Besides, It help consumer find cognitive value through accessibility, convenience, ease of use and cost when using the services of technical support. In summary, the number of visitors searching for travel information by social networking depends on whether their perception of social network awareness is high or low.
It depends on two major benefits and sacrifices. According to Davis (1989), visitors can choose or refuse a search for information based on their perception of the benefits and sacrifices. Moreover, according to the trend, travelers often hesitated and did not want to use something that has a lower perceived value, which is the results that visitors to use social media. According to the trend, travelers often hesitated and did not want to use something that has a lower value, it is the results that visitors to use social media. In our research, we will put out how to tourists change their perceptions regarding the IS as well as effective and positive perception of it in the search for information by means social media.
We assume that the use of travel social networking can include cognitive value. Therefore,this study hypothesizes H1 There is positive influence of perceived value on social media usage. Information reliability According to the previous research indicated that pragmatic value has driven choices and preferences of consumers in other words, customers are judicious creatures who look for to maximize utility (Snchez-Fernndez and Iniesta-Bonillo, 2007).
In tourism industry, the reliability of information through advanced information search (Hwang and Fesenmaier, 2011) are very important for tourists, because it created the basic motivation that they can choose the destination to be worth to visit. Social network contains lots of different information sources, tourists can obtain reliable information through words-of-mouth of visitors, the sharing of co-worker or sharing information from travel agency and providers. Reliability and quick information to allow tourists to get to know, search and evaluate destinations as well as learn about the experiences or new experiences related to the trip such as searching various travel types, trying the new food or meet new friends. It can be said that a tourists perceived value when using the new social media, the reliability of information is considered an important factor (Sigala et al., 2012). Visitors are often looking for reliable information to be provided by others through social interaction instead of by collecting information through the travel site (Sigala et al.
, 2012). Recently, tourists have been using Facebook or Twitter, which is associated with the users creative content (UCC) for pre-visit and post-visit destinations and shared their experiences, photos and videos. Therefore, based on the reliable information on social media, the others tourist can evaluate and refer to the information or option for their trips as well as reflecting the desire to interact in an online activity. The relationship between information quality and characteristics of the desired position has become a source of motivation in the perception of tourists and influence their decision. Therefore, we assume that the reliability of the information would affect the perceived value in the same way and this study hypothesizes H2 There is positive influence of information reliability on perceived value.
H3 There is positive influence of information reliability on social media usage. Enjoyment Enjoyment have a significant effect to the adoption of technology, because when people use technology, such as computers, they feel pleasure and in which they are aware of the technology an enjoyable and valuable tools, they are more likely to use it more widely (Davis et al., 1992). Snchez-Fernndez and Iniesta-Bonillo (2007) said that the concept of perceived value combined values ((utilitarian value vs. hedonic value). Hedonic value can be interpreted as a reflection of the entertainment value and the value the feelings of shopping, which is experiential and emotional . The researchers proved that the enjoyment or pleasure positive affect cognitive value (Kim and Associates, 2007 Gupta and Kim, 2010).
By using social media, travelers not only search for information to support their decision to travel but also to interact with other people. This creates the conditions for visitors to participate the relationship in social online , read a review published by others or create their own documents (Sigala et al., 2012). This study hypothesizes H4 There is positive influence of enjoyment on perceived value.
H5 There is positive influence of enjoyment on social media usage. Complexity Davis (1989) defined the complexity is a level of innovation are considered relatively confusing and hard to use . In particular, Rogers (1995) shows that the complexity of innovation has a significant negative relationship with the application of new applications. Therefore, individuals need to have the knowledge to understand the performance of new technologies (Reed and DeFillippi, 1990). The complexity of the product technology has a negative impact on the time and development costs, lead to a greater disadvantage for the production of the company (Snchez and Prez, 2003). Furthermore, the complex transaction factors will affect the decision to purchase. Therefore (Kotteaku et al.
, 1995) have tried to establish a causal relationship between the technical difficulty of the product and the decision of consumer choice.The complexity of products not only creates stress for buyers but also affect the structure of the mall. To solve this problem, Kim and Kankanhalli (2009) indicated that the change new IS is a new way to work with the new system, but it can affect the users response to the changes related to the new IS. On the other hand, in theory the basis value, Gupta and Kim (2010) found that the risk of awareness has a negative impact on the value of awareness but overall it does not have much direct impact to the intention of shopping on the Internet. Travelers do not have much willingness to use social media in highly complex conditions. Therefore, this study hypothesize the following H6 There is negative influence of complexity on perceived value. H7 There is positive influence of complexity on social media usage. Perceived effort Perceived effort and perceived ease of use are similar the same meaning.
According to Davis (1989) defined the perceived easy of use as the degree to which a person believes that using a particular system would be free of effort (p. 320). Therefore, if an application is too difficult to use, then any advantage of using this application that are affected by the effort to use it. Perceived ease of use is one of the determinants of system quality, and it affects user perception (DeLone and McLean 1992).
According to, Gupta and Kim (2010) found that convenience positively influences perceived value and purchase intention in online shopping. In this research, the cognitive effort include the psychological factors, such as internal conflicts, frustration, depression and discomfort. Thus, the monetary costs have a negative influence on finding the search travel information of a visitor.
Therefore, the perceived effort have a negative relationship to the overall perception of the value and the negative influence to tourists to find information. Therefore, we hypothesize as follows H8 There is negative influence of perceived effort on perceived value. H9 There is negative influence of perceived effort on social media usage. k oxCm9sXPbNK76EP @_Sl1LmSUHy4U394i43sGXQZ_0Wm0qOmEo5szn9KKg_C7PQZlbZhp qHHHHHHhl7I9eFNTb.QPPPPZ1 V,/0 (/D j3 Ry )yI,px0 ,((((((ZAQWMnwMGi/sEEEEJ1fFSpNM.LzvRb1TIl(-((b(i4WpzSZ9UxBj6(O,[email protected]@@@(VRNCX_VOOX(/)s./)lkZQr.wMSwqI pxtRuWwuW71gwVQvuOqfA1pcUWluG,yyL/K/Uzk1,uGjxkoTx ubJwW3f(cJ__RLa7N ,dpT /DV4 v7nHN8JduSON3.P/r2z_WvXwR I.WPh60xEEEDPYaenTj0yiXwZPA_HOX3WvVbzbif3-BmjY0eRXdHLml,JD7/s(r-v_.I8Q((((AN 84_9 ) (([email protected]/Qi_ vwbjUWMmWINQUbjjv6t81.Tq([email protected])T_eGFYFPOIg7 ulxgVSv5nve_y5 [email protected]/uwmrofMmw7T/QxOsmoHHHHHm 0ytR (ymkj7wPD.38 7,ivBufp( xu/IA6/cja8 [email protected]/ 06Qw_rvA/rmnUmY5OWNn ,2_wyO9NG/QHUZr SznSRQbRvC Orxze/Y(LwmYgSxOu9AwqG_1(S6qmp4 x35X0/U/.sOQPpOfcl w(8g0UG_PPPo_Fyt1bxy_ @.UF,ZNeK)/PqXCTOEur [email protected])Wyp9hsf8 0FyU_qTO [email protected]/[email protected](xcseO TnoyM8RoUpP(Fi/l/GyNw00kZhoYg-P-i6 Rte,[email protected] JHVKGxgq3iPw0zWloqtpq1dsz_u3 Lie26yWA9CamQQHqnhg)rm/[email protected][email protected][email protected],Ynd8Cgt7sG6 tWWOzmnqL09k_oTk(I 70yqWZiFzYoLcNlbOMUOgj6SYPPRZ1rHK hm fVk_,N0p [email protected] WP8w pPd78EI9OTshhBm0DMD59 roSwAb/ _N0A3DUzU0BYE7 LsRLUwuS7M)G6.ups7QW([email protected] [email protected]_0yYxH9tByzUkkA9GI7JzQQf2,l1HfzwNKqwy3)3 E/yK lrTqSIa_W0C9aaq4 nE 278M_Ndl_36e1p8kOE/yWzHE2Y7W_dR(sg( _blcZVGk6inCM -6cWuVJgI7 G [email protected](N(9fwsbx,Bex4A6CSh3fPeoM8xP66R3)BQxYoAcyy,xnT1, JG8c)4 2J9qP1L9y HVOiRCNiwxNkRJ()wyEGnD7 oO/F9 g3 iiKrUYMjr44Vz UlysE39xbMkP59_Hs9 [email protected] [email protected],w1Pyya(2zsmT.,9 errJ Q.WW xyDkGrzsF1jr z4 .Y1 lp g9mEP4JVzMsae Yqb([email protected]@DpyyQ6 dPXVpINg UgXWi8)dhi([email protected]/pg,[email protected] [email protected],,0F oMa5rsiBAR/zEeSB 2N wfskHsgCoyE([email protected]/[email protected] 0ARQjxX,U1 anf.W5Xq s1agmKldjCUN(ZyQz8/hkXaxOZjj,@zNArNN0/JvH d/[email protected])[email protected] qDqp bS7n.mISUFO Kvs/@/I7K.y3t2 qV_tWNhQ0qb7JsYk MXVBy4)uGMK9vW6 Uv5y52r/Bb01 9rBm(4NFE_RzQaXFE IPyDQkx.m(epuyqaGZQ NEouXn.fip 9gH,[email protected])fcxd9foZ/4Am7(.N i0/M7a_dvcM NYj tBl2TjB2M wyaW)bBsGhVY8(Qqyy9LyyFQh5yeDe – SlF7spk95Ja( LniOzviZc5RD2xLyqUn([email protected] Lw0(.lotl2GG @8/h( sxG-u0kz /Kw0sSU6u0(bB3yM CcY Y3yu00yy 7 twD72wxFKExOFO4Y GwuHLB oxx 7kKrNhnCzHZddNBr(yOf.A/q a2h5LnHqJRfnqjB/Txx [email protected] Tnnr2J3 Bsy.sUhxC) 3tx3OeHaqzd(CxJOL z -tAxOscLod3m AvmO1SuSr(d6DmBscL.xyXGuABpBwH8Fw AA.hEihqLqp4WYsz/GRv9snni5 8i,zj7lx9C4Sd8 NtoI96dEXNySai7M5G-8/IDK-.q mljpxMW_uI6YL [email protected]@[email protected] [email protected]/Nq_,6E_bmO @Dal99 @IImb2L4x_tEVxTcKVfH3cygpDChx)EgzCH8FC @m 8.xkLEscG0h TX7Hd4n0elFH0g2gmEdI,lgkpyVEy3,UOSVMF uJNv0uaONh2pH Lx1zBTQO.x1Yr1qs-vMDC.j59x2lO43X bLx/o0xPi hDQr2JCWOfoRgarsJb-0FPb,ygsYFyrb)uur8-qx dKrl O1 N 2.y cOy2atx r9/iI9LnA)[email protected]/xoUEVZ rbvsB.xD7JsAHA6_i JL1rovjyvAf [email protected] [email protected] 6.YcrJ6ug4cardM WNLn 2 gW_O9Q mGkccAypymzMtr-fLoF8mql0(nxbis,[email protected])CxOBk_Z-BL_jx7)/[email protected] [email protected]@6_8-ofm,vkSafg,CB2JcLNBJdSK1m-3.yJeCv218/[email protected] 5kY2 [email protected] 6y – HNSOO gb/[email protected],dFw I [email protected] @eya1F.hT/mQFKGy0 tAZq F4IQHUql/Xj81y7LWZiH H [email protected] wo,4I3lSN vi.NE8tk6qct yF8/-x F n B 0lFHJfe.p9xysly0.x 2eggSS8uw/u-GiNmD @xhUAQ Hy,W/Kz9,WN)F0Fp1_ 5,_,t6PmQ YHkH)Cxs1VGkQugHVH GCp-FU(WB10.)/CSaZsW[email protected] @ZFR7_oni0xd,oBl9 N8/rzmblx-8ii5a [email protected] @2H8bdcd8SbMZ0ceUdNFVZIFYqNed6lbK 1u bRgZNG)-7BGmr12),5Z BsBzMnCrr)E(UjFmY- B Gc(dBvOjlJij/7-Tso6_jeKa 1AmXrY4ijU C Y, dXiJ(x(I_TS1EZBmU/xYy5g/GMGeD3Vqq8K)fw9xrxwrTZaGy8IjbRcXIu3KGnD1NIBsRuKV.ELM2fiVvlu8zH(W uV4(Tn7_m-UBww_8(/0hFL)7iAs),Qg20ppf DU4pMDBJlC52FhsFYn3E6945Z5k8Fmw-dznZxJZp/P,)KQk5qpN8KGbe Sd17 paSR 6Q