Exploring mobile users’ trust in travel advice acquired from smartphone social networking services

Shuchih Ernest Chang* Institute of Technology Management, National Chung Hsing University, 145 Xingda Road, South District, Taichung 402, Taiwan E-mail: [email protected] *Corresponding author

Wei-Cheng Shen Institute of Technology Management, National Chung Hsing University, 145 Xingda Road, South District, Taichung 402, Taiwan E-mail: [email protected]

Abstract: Many travelers tend to share their travel experience and reviews via social networking services (SNS), making SNS a useful channel for people to access travel information. Through advanced mobile technologies, multi-functionalities offered by smartphones are emerging for people to use during their travel. Under this circumstance, smartphone users can promptly receive updated information and accordingly adjust plans during travel. Such mobile access can be extended to SNS websites for the purpose of accessing and sharing information on the go. However, there is not much research in this context of mobile social commerce. This study aims to investigate mobile users’ willingness to specifically trust travel advice obtained from smartphone SNS. A quantitative survey was designed and conducted to explore factors influencing users’ trust in travel advice acquired from smartphone SNS (TTAASS). Our findings show that (1) both perceived value of smartphone SNS (PVSS) and enjoyment of SNS activity (ESA) are important factors significantly influencing TTAASS (2) mobile users’ smartphone experience significantly affects their ESA and PVSS, and (3) mobile users’ PVSS is significantly affected by ESA, while such enjoyment is significantly influenced by the facilitating conditions of smartphone SNS. Our research findings can help managers and decision makers in the tourism industry keep pace with research on consumer attitudes and innovations in smartphone SNS applications, and make favorable tactics to catch the benefits offered by mobile social commerce in the ubiquitous commerce environment.

Keywords: social networking services; mobile social networking; smartphone services; mobile tourism services; mobile service trust

1 Introduction The rapid advancement of information and communication technology has a profound effect upon people’s lifestyle throughout the world. Particularly, the Internet has dramatically affected the tourism industry (Lyu and Hwang, 2015). For example, the Internet has not only become an important medium for travelers to hunt for famous scenic spots (Law, Qi, and Buhalis, 2010), but empowered users an effective approach to directly acquire travel information, online reviews, and advice on websites (Chang, 2014; Lyu and Hwang, 2015). It was reported that 95 percent of web users had experience in collecting travel-related information from the Internet (Mamaghani, 2009). Not only the informative and timely content but the speedy response offered by a website is desired by users (Pitt et al., 2011; Lyu and Hwang, 2015). Accessing the Internet through smartphones may provide more timely content and speedy response to mobile users (Pitt et al., 2011; Gan et al., 2016). This kind of mobile Internet access can be extended to social networking services (SNS) websites (such as , , , etc.) for the purpose of accessing and sharing information on the go. Such mobile Internet is growing fast, and its penetration rate will exceed the traditional wired Internet (Holzer and Ondrus, 2011). Besides, SNS can affect the usage rate of mobile Internet because many mobile users also would like to use SNS for sharing their experience (Okazaki and Yagüe, 2012). For mobile users, smartphones specifically offer a pervasive way to access travel related websites for acquiring promptly updated information and advices regarding scenic spots, transportation, accommodation, events and activities, dining, tour reviews, recommendations and so on (Chang et al., 2016; Hew et al., 2016), and therefore, accessing SNS via smartphones, anytime anywhere, is highly desirable by most SNS users (Lyu and Hwang, 2015; Chang et al., 2016). During the travel, mobile users can also access SNS via smartphone (i.e., using smartphone SNS) to obtain the latest location-based services (LBS) information including promotions, special discounts, and discount coupons (Chang et al., 2016). At the same time, by using smartphones, mobile users are able to check or respond to relevant events right away, anytime and anywhere, so that the first hand information might be pervasively accessed and responded by smartphone users (Gan et al., 2016; Chang et al., 2016). This study proposed a conceptual research model comprising the concepts of pervasive devices (i.e., the smartphones), SNS, and travel services, and attempted to integrate these three concepts for deriving good practice guidelines and suggestions to facilitate both technological and business design processes. Under the proposed model, technology trends would begin to emerge that may subvert traditional thoughts of general people; thus, our leisure life specifically involving travel services will become more convenient and more enjoyable.

2 Literature review 2.1 Smartphone characteristics There is no precise criterion to illustrate the term of “smartphone”, especially because its definition is prone to change over time (Pitt et al., 2011). Actually, a smartphone exceeds a landline phone or a simple cellular phone in that it does not merely receive and make telephone calls and text messages but receive email, and provide Internet access and other capabilities originally provided by diverse devices including camera, accelerometer, PDA, GPS, and so on. Smartphone is programmable; it is not just a mobile phone because it offers more advanced computing ability and connectivity than a simple “feature phone” (Pitt et al., 2011; Gan et al., 2016). A smartphone, which may run entire operating systems and offer a platform for application developers, can be distinguished from the feature phone by four characteristics described as follows.

1. A smartphone has various media capture capabilities. It may function not just as a simple cellular phone, but as a camera phone, a portable media player, and an Internet client with Wi-Fi connectivity. These media capabilities may allow voice, pictures, and videos to be exerted as the source of input. That is, multi-modal (e.g., text, visual and audio) types of information could be processed and stored in smartphone (Gan et al., 2016). 2. A smartphone has positioning capabilities which could detect the precise location of smartphone owner, and then its geographical coordinates can be integrated with GPS, so that a smartphone can direct users to a specified location (Chang, 2014; Chang et al., 2016). 3. The smartphone has established a new market—the mobile apps market. Independent software vendors have used various development kits and APIs to develop smartphone apps which are available for online purchase and download. Smartphone apps offer mobile users diverse functions such as performing business tasks, playing games, arranging transportation, making reservations, and so on (Holzer and Ondrus, 2011; Park et al., 2015; Chang et al., 2016; Gan et al., 2016). 4. According to a report from World Mobile Applications Market, a U.S. based market research firm, the mobile apps marketplace would reach $25 billion by 2015, and Apple’s App Store would account for 20.5% of the total $25 billion revenues (Perez, 2011). Actually, the smartphone apps market is big business, unaffected by the on-going recession.

These characteristics make the smartphone unique and different from an Internet-enabled PC or laptop. Therefore, smartphones may be used to support innovative and different services with new design philosophies and implementation approaches. Such philosophies and approaches might influence mobile users’ perception, attitude, trust, and behavior on the whole process of using smartphone apps and services. Indeed, marketing tourism products via smartphone SNS is a new business arena with many exciting technologies and vast application potentials, particularly for the purpose of enhancing commercial services and business benefits.

2.2 Smartphone use in Taiwan According to a 2010 report from Market Intelligence and Consulting Institute (MIC), in addition to their basic telecommunication needs of making and receiving telephone calls, many mobile users in Taiwan would like to use smartphones as their mobile devices, for five major mobile services including mobile Internet, mobile navigation, mobile email, mobile entertainment, and mobile TV (Dramexchange, 2010). Among them, mobile Internet access via smartphone accounts for 26.5%, mobile navigation service accounts for 21.1%, and the other 3 services are less crucial for smartphone usage. In terms of the mobile Internet usage, smartphone users especially exert in audio/video capture on websites such as Youtube (ranked 1st) and information sharing on SNS websites such as Facebook (ranked 3rd) and the text messaging (ranked 6th). Crucial mobile navigation services include the i68 freeway information (ranked 2nd), Google Map (ranked 5th), and the high-speed railway schedule (ranked 10th). Mobile users in Taiwan actually consider mobile Internet and mobile navigation as the two most desirable types of mobile services.

2.3 Social networking services Emerging with the advent of Web 2.0, SNS sites (such as Facebook, Twitter, MySpace, Plurk, etc.) are primarily built on collaboration and interaction by connecting users to reach more users and focusing on user- generated content (UGC) (Enders et al., 2008). Providing users valuable social tools and online features, SNS enable users to quickly create customized profiles and effectively build, maintain, and manage their own social networks (Curras-Perez et al., 2014). Generally, SNS users create the content by themselves and decide what content specifically they want to share with their close friends and/or the general public. Users not just personally utilize SNS to stay in touch with friends, families and colleagues for social purpose, but commercially use SNS to connect to existing members and even to reach potential customers (Ojala and Tyrväinen, 2011; Jang et al., 2015). Typical SNS usually provide essential features including instant messaging, grouping, networking, and blogging. Many applications and social plug-ins are well-developed and available to SNS users for sharing interests, holding activities, posting events, and managing social relationships within their individual networks. By using SNS, both individuals and enterprises can get benefits, such as enhanced quality of collaboration and interaction, increased convenience of communication, improved performance, and so on (Ainin et al., 2014; Jang et al., 2015). Indeed, values provided by SNS have attracted the attention from both academic and business perspectives (Ojala and Tyrväinen, 2011; Jang et al., 2015). Among hundreds of SNS available to users, Facebook is deemed so far the largest global online social community with 1.39 billion monthly active users in December 2014 and forecasted global Facebook revenue of $9 billion in 2015 (Facebook, 2015).

2.4 Travel advice acquired from smartphone SNS Smartphone delivered multi-modal services are emerging for mobile users to access updated information and accordingly adjust plans on-the-go (Gan et al., 2016). In this study, the “travel advice acquired from smartphone SNS” specifically includes travel-related information and advice regarding attractive and scenic places, transportation, accommodation, events and activities, dining, reviews, and LBS information available to mobile users by using their smartphone apps or services. Such smartphone apps and services are emerging for mobile users to use on the go, by offering a ubiquitous way of getting promptly updated travel-related information (Okazaki & Yagüe, 2012; Chang, 2014; Lyu & Hwang, 2015; Chang et al., 2016), particularly for those user-generated contents (UGCs) valuable to mobile users’ travel planning and decision making process (Ayeh et al., 2013; Gan et al., 2016). UGCs are often considered by consumers as more vivid, easier to use and more trustworthy than marketer-provided information, thus making smartphone SNS a powerful media or platform for conducting and promoting mobile commerce. Our research is especially interested in exploring how smartphone SNS can facilitate information sharing among participants. For example, TripAdvisor.com is one of such popular SNS for the collection and dissemination of UGCs including reviews, ratings, opinions, and photos on any hotel, restaurant, place, and so on (Ayeh et al., 2013). However, the UGCs posted on SNS sites are not without their problem; the credibility of user generated reviews, ratings and scores is questionable, vulnerable to various forms of strategic manipulation and abuse (Ayeh et al., 2013). Such questionable reviews would result in trust issues, and this is a major reason for our research to explore mobile users' trust in travel advice (such as reviews, ratings, opinions, suggestions, etc.) acquired from smartphone SNS.

3 Research model, hypotheses, and method 3.1 Smartphone experience Experience is a general concept including knowledge or skill in or observation of something or event gained through involvement in or exposure to that thing or event (Giaccardi and Karana, 2015). User experience can be viewed as “a person's perceptions and responses resulting from the use and/or anticipated use of a product, system or service”, and it is influenced by three factors: system, user and the context of use (ISO 9241-210, 2010). Affecting users’ evaluation of a system and facilitating users’ future decisions and behaviors, user experience and its relationship with a product, system or service may arouse great enthusiasm to become a part of daily life (Kujala et al., 2011), and such experience enables people to keep using a product, system or service and then to recommend to others. In prior research, mobile experience is not regarded as one particular mobile service experience, but as a general experience with mobile services such as messaging service, LBS, and mobile marketing service (Skrebowski, 2006; Chang and Pan, 2011; Chang et al., 2016). Prior study empirically verified that positive experience is a predictor of perceived enjoyment in online shopping environment (Childers et al., 2001). In the context of mobile video entertainment, See-To et al. (2012) find that user experience may influence consumer enjoyment in both mobile and desktop environments, and more specifically, user enjoyment in the mobile environment is significantly affected by usage experience with the mobile device and on-the-go experience. Chang and Pan (2011) conclude that users’ experience in using mobile phones will directly affect their perceived value (such as the relative advantage) of using multimedia messaging service. Furthermore, it is suggested by Skrebowski (2006) that the value of mobile video depends on not only the media content but also users' experience of that media. Furthermore, it is concluded by Xu et al. (2010) that users’ hedonic experience is the key determinant of their perceived value of mobile video entertainment. Nowadays, most mobile services are supported and available by using smartphones. This study tries to adapt the concept of mobile experience to smartphone experience, for investigating whether users’ smartphone experience has any effect on their attitude towards SNS. Accordingly, the following two hypotheses were postulated to explore whether mobile users’ smartphone experience would affect their enjoyment of SNS activity and perceived value of smartphone SNS. H1: Smartphone experience has a direct effect on users’ enjoyment of SNS activity.

H2: Smartphone experience has a direct effect on users’ perceived value of smartphone SNS.

3.2 Facilitating conditions Facilitating conditions (FC) can be viewed as the degree to which an individual believes that an organizational and technical infrastructure exists to support the use of a system (Venkatesh, 2003). In this study, FC is considered as an objective factor that would create or improve a usage environment with resources needed for users to make an act, and it may significantly influence users’ willingness to use communication media (Chang and Pan, 2011). FC contains two dimensions: (1) resource factors regarding money and time, and (2) technology factors regarding compatibility issues which constrain usage. Basically, behavioral intention and information technology usage might be negatively affected in situations that less resources (e.g., money and time) are available or technical incompatibility exists, and FC such as the availability of training for alleviating incompatibility or the provision of support for providing more resources may help increase not only users’ perceived value (i.e., usefulness) of the system or service but also users’ enjoyment of using the system or service (Chang and Pan, 2011; Teo et al, 2015). SNS can bring together people who share common interests and goals (Hsu, 2007; Jang et al., 2015). In recent years, SNS are getting quite popular among people who establish and use social networks to manage their social relations by sharing photos, videos, interests, feelings and comments (Curras-Perez et al., 2014). Facilitating conditions (FC) of this kind of services (such as “ease of use” of a specific SNS) are deemed by this study to have direct effect on not only SNS users’ perceived value of the service but also users’ enjoyment of using the service. Additionally, owing to the proliferation of smartphone users and the ubiquitous nature of smartphone apps and services, accessing SNS through smartphone (i.e., using smartphone SNS) is desired by mobile users and may actually become an important part of digital life style for mobile users. To our best knowledge, there exists little research on the effect of facilitating conditions of smartphone SNS on users’ enjoyment of SNS activity and perceived value of smartphone SNS. To fill in this gap, two hypotheses were postulated and listed as follows.

H3: Facilitating conditions has a direct effect on users’ enjoyment of SNS activity.

H4: Facilitating conditions has a direct effect on users’ perceived value of smartphone SNS.

3.3 Enjoyment of SNS activity SNS provide users an effective and desired channel of communication which views computers together with the Internet as a collaborative instrument to accelerate group formation and expand group scope and influence (Kane et al., 2009; Ainin et al., 2014). SNS users believe that SNS can not only help them know more people and manage relationships with others but improve their efficiency of interacting and sharing information with friends (Kane et al., 2009; Ainin et al., 2014). In terms of the influence on users’ intention toward joining SNS activity, perceived enjoyment is an important factor to affect the behavior of SNS users; users might continue to join SNS activity and trust the information and advice acquired from SNS activity because of their perceived enjoyment of SNS activity (Ernst et al., 2013; Sledgianowski and Kulviwat, 2009). Actually, enjoyment may play an important role in the context of a pleasure-oriented (i.e., hedonic) information system (Venkatesh et al, 2012). In this study, the term enjoyment of SNS activity (ESA) refers to the extent to which participating SNS activity is perceived enjoyable by itself. Enjoyment may generate hedonic value through consumption experience (Holbrook and Hirschman, 1982). In accordance with pleasure-oriented SNS, developing an enjoyable environment for social interaction would be quite useful in increasing users’ intention to post/offer and view/use photos, films, comments and feelings, and other information resources (such as useful links or tips) on SNS. Smartphone users may feel interested in and enjoy SNS activities, and desire to join related SNS activities via their smartphones. Particularly, during travel, mobile users may join SNS activities via smartphones in a ubiquitous way. Therefore, users may be more willing to engage in SNS activity and to enjoy SNS activity as a part of their daily life (Yang et al., 2012). In sum, users’ perceived value of smartphone SNS and users’ trust in travel advice acquired from smartphone SNS activity may be affected by the level of enjoyment of SNS activity. Consequently, the next two hypotheses were posited.

H5: Users’ enjoyment of SNS activity has a positive effect on users’ perceived value of smartphone SNS.

H6: Users’ enjoyment of SNS has a positive effect on their trust in travel advice acquitted from smartphone SNS.

3.4 Perceived value of smartphone SNS There are two aspects involved in the concept of perceived value: benefits received and sacrifices made (Zeithaml, 1988; Dodds et al., 1991; Teas and Agarwal, 2000). The benefits received by customers can be defined as the perceived quality of service and psychological (economic, social and relational) benefits (Zeithaml, 1988), and the sacrifices made by customers include monetary and non-monetary terms, such as time, money, effort, risk and convenience (Dodds et al., 1991). Perceived value can be viewed as a group of concepts consisting of five dimensions, including social value, emotional value, functional value, epistemic value, and conditional value (Sheth et al., 1991). Social value is regarded as the acceptability or utility at the level of the individual's relationship with his/her social environment, emotional value refers to the feelings or the affective states created by the experience of consumption, functional value is a perceived utility of the attributes of products or services, epistemic value is the capacity of the product or service to surprise, arouse curiosity or satisfy the desire of knowledge, and conditional value refers to the conjunctural or situational factors such as illness or specific social situation (Sheth et al., 1991). Commonly associated with the price, brand, and quality of products or services, perceived value would not only directly influence customer's attitude or willingness to buy, but also directly lead to the favored outcome by influencing customers’ attitude or purchase intention (Gefen, 2000; Moon and Kim, 2001). In our study, the concept of perceived value of smartphone SNS could make it easy for people to appreciate and participate smartphones SNS for harvesting benefits from various (social, emotional, functional, epistemic, and conditional) dimensions, thus facilitating users’ trust in travel advice acquired from Smartphone SNS. Accordingly, perceived value of smartphone SNS was incorporated into our research model and our last hypothesis was postulated.

H7: Users' perceived value of smartphone SNS has a positive effect on their trust in travel advice acquired from smartphone SNS.

3.5 Research model, questionnaire design, and sampling procedure Based on the relationships between the important constructs described above, a research model (shown in Figure 1) with seven hypotheses for investigating factors influencing mobile users’ trust in travel advice acquired from smartphone SNS was developed in our research. In our study, such “travel advice” specifically includes travel-related information and advices (such as reviews, ratings, opinions, suggestions, etc.) regarding attraction spots, scenic places, transportation, accommodation, events and activities, dining, and LBS information available to mobile users by using their smartphone apps or services. According to the research model, both smartphone experience and facilitating conditions were expected to directly affect enjoyment of SNS activity and perceived value of smartphone SNS. In addition, enjoyment of SNS activity was supposed to directly affect perceived value of smartphone SNS and the trust in travel advice acquired from smartphone SNS. Finally, perceived value of smartphone SNS is expected to directly influence mobile users’ trust in travel advice acquired from smartphone SNS.

Figure 1 Proposed model with hypothesized paths

Based on the proposed model and the postulated hypotheses, a questionnaire was developed as the survey instrument to investigate mobile users’ trust in travel advice acquired from smartphone SNS. To ensure content validity of the scale used, the questionnaire items were developed from literature reviews and modified to fit the context of smartphone SNS research, and each derived item would be measured on a five- point Likert scale, ranging from 1 (strongly disagree) to 5 (strongly agree). To ensure that the questionnaire items could be understood and measured validly, a pretest was conducted in a small group. Based on the findings from the pretest, modifications were made to the questionnaire for improving its readability and reliability before it was used in the formal survey. Specifically, we tried to purify the instrument by removing items with low corrected item-to-total correlation values, and conducting exploratory factor analysis for deleting items that did not load on an appropriate high-level factor. The finalized version of questionnaire consists of 21 items, which correspond to five constructs including smartphone experience (four items), facilitating conditions (three items), enjoyment of SNS activity (four items), perceived value of smartphone SNS (five items), and trust in travel advice acquired from smartphone SNS (five items). These 21 questionnaire items and their derivation sources are summarized in Table 1.

Table 1 The questionnaire items and their derivation sources

Smartphone Experience (SE) (Source: Kujala et al. (2011)) SE1 I can use smartphone to surf Internet for products or services. SE2 I often use smartphone to surf Internet for products or services. SE3 I access Internet every day by using smartphone to browse products or search services. SE4 I spend time every day to surf the Internet by using smartphone. Facilitating Conditions (FC) (Source: Chang and Pan (2011)) FC1 The resources (such as service fees) required to use smartphone Internet (i.e. surf Internet via smartphone) should be concerned. FC2 The knowledge required to surf Internet via smartphone should be concerned. FC3 A compatible and feasible usage environment to surf Internet via smartphone should be concerned. Enjoyment of SNS Activity (ESA) (Source: Moon and Kim (2001)) ESA1 It is convenient that SNS activity can provide me with promptly updated information. ESA2 I can get useful information I need from SNS activity. ESA3 I like to use SNS activity to find the information I need. ESA4 SNS activity is a convenient channel for me to collect information. Perceived Value of Smartphone SNS (PVSS) (Source: Zeithaml (1988), Teas and Agarwal (2000)) PVSS1 Using smartphone SNS can speed up the search of information. PVSS2 I can easily get information from Smartphone SNS. PVSS3 Using smartphone SNS help me find the information I want. PVSS4 During the travel, I can find appropriate products and services matching my needs by using smartphone SNS. PVSS5 By using smartphone SNS, I can get promptly updated information about the products and services I might be interested in. Trust in Travel Advice Acquired from Smartphone SNS (TTAASS) (Source: Gefen (2000), Hsu et al. (2011)) TTAASS1 I trust smartphone SNS in providing me with reliable travel advice for enhancing smartphone users’ welfare. TTAASS2 I trust travel advice acquired from smartphone SNS, because it is competent to help its users. TTAASS3 I believe that the travel advice obtained from smartphone SNS is usually honest. TTAASS4 I depend on smartphone SNS for the purpose of acquiring travel advice I need. TTAASS5 I consider smartphone SNS as a trustworthy source for providing travel advice.

Empirical data were collected through an online survey by posting invitations on tourism related news groups and websites to recruit respondents. After the characteristics of respondents were described using descriptive statistics methods, the collected samples were analyzed and interpreted through the Partial Least Square-Structural Equation Modeling (PLS-SEM) approach, a multivariate analysis technique which has been gaining interest and popularity among researchers in recent years (Teo et al., 2015). PLS-SEM is suggested as a powerful multivariate analysis tool requiring minimum restrictions on measure scales and it can be used to model latent constructs under conditions of nonnormality (Tenenhaus et al., 2005; Teo et al., 2015). The PLS-SEM algorithm follows a two-stage approach. In the first stage, the latent constructs’ scores are iteratively estimated to ensure the reliability and validity of the measurement model. In the second stage, a non-iterative application of ordinary least squares (OLS) regression was performed to determine outer weights, loadings, and structural model relationships ( coefficients) for the latent variables (Tenenhaus et al., 2005; Hair et al., 2011). Afterwards, the bootstrap re-sampling procedure was applied to evaluate the statistical significance of the paths coefficients (Hair et al., 2011).

4 Empirical results and analysis 458 copies of questionnaire were collected by this survey, and 36 of them were identified as invalid by using various filtering criteria such as reverse questions, lack of experience in mobile services and SNS. Overall, 422 copies of questionnaire were deemed valid and analyzed in this study. The demographic information about these 422 respondents is listed in Table 2.

Table 2 Demographics of respondents. Demographics Number of responses Percentage of responses (%) Female 202 47.87 Gender Male 220 52.13 < 21 years old 75 17.77 21~30 years old 128 30.33 Age 31~40 years old 123 29.15 > 41 years old 96 22.75 Middle school or High school 63 14.93 Education College/University 280 66.35 Postgraduate 79 18.72 Manufacturing industry 77 18.25 Service sector 77 18.25 Information technology 34 8.06 Student 108 25.59 Medical and health care 13 3..08 Occupation Financial services 23 5.45 Construction industry 15 3.55 Education 20 4.74 Other sectors (Media, Entertainment, Law 55 13.03 affairs, , Trade, Publication, etc.) Monthly < 20,000 NTD 119 28.20 incomes 20,000~50,000 NTD 180 42.65 50,001~80,000 NTD 67 15.88 80,001~100,000 NTD 27 6.40 > 100,000 NTD 29 6.87 < 1 year 10 2.37 SNS 1~3 years 43 10.19 experience > 3 years 369 87.44 < 1 hour 62 14.69 Daily 1~3 hours 210 49.76 smartphone 3~5 hours 78 18.48 SNS usage > 5 hours 72 17.07 Facebook 371 87.91 Most Google+ 18 4.27 frequently Line 10 2.37 visited 9 2.13 smartphone Plurk 5 1.18 SNS sites Others (MySpace, Xuite, PIXNET, etc.) 9 2.13

SmartPLS 2.0.M3, a professional statistical software package available at http://www.smartpls.de (Ringle et al., 2005), was used in this study to analyze collected samples. In PLS analysis, it is important to assess the accuracy of the measurement model in terms of the individual item reliability, construct reliability, convergent validity and discriminant validity of the variables in the model. However, it is necessary to check for unidimensionality of each block (variable) in the proposed model, and a block is considered as unidimensional when its Cronbach's alpha value and composite reliability (CR) value are higher than 0.7 (Tenenhaus et al., 2005). As shown in Table 3, for all five blocks in our model, their Cronbach’s alpha (α) values range from 0.792 to 0.909 and their CR values range from 0.876 to 0.932, exceeding the standard value of 0.7.

Table 3 The measurement model estimation results: mean, standard deviation (SD), outer weight, outer loading, Cronbach's Alpha (α), composite reliability (CR), and AVE. Latent Variable Manifest Variable Mean SD Outer Weight Outer Loading α CR AVE SE1 4.453 0.842 0.289 0.788 Smartphone SE2 4.218 0.947 0.300 0.897 Experience 0.848 0.898 0.688 SE3 3.889 1.107 0.325 0.841 (SE) SE4 4.277 0.938 0.291 0.789 Facilitating FC1 3.841 1.084 0.269 0.721 Conditions FC2 3.972 0.898 0.468 0.910 0.792 0.876 0.704 (FC) FC3 4.085 0.873 0.435 0.874 ESA1 4.095 0.847 0.258 0.810 Enjoyment of SNS ESA2 3.860 0.971 0.285 0.895 Activity 0.899 0.930 0.769 ESA3 3.758 1.067 0.299 0.906 (ESA) ESA4 4.002 0.974 0.298 0.892 PVSS1 3.915 0.926 0.223 0.847 Perceived Value of PVSS2 4.057 0.870 0.222 0.844 Smartphone SNS PVSS3 3.896 0.924 0.253 0.885 0.907 0.931 0.730 (PVSS) PVSS4 4.019 0.906 0.225 0.817 PVSS5 4.026 0.886 0.246 0.878 TTAASS1 3.645 0.900 0.222 0.846 Trust in Travel Advice TTAASS2 3.735 0.864 0.247 0.900 Acquired from TTAASS3 3.372 0.886 0.187 0.828 0.909 0.932 0.732 Smartphone SNS TTAASS4 3.637 0.898 0.232 0.885 (TTAASS) TTAASS5 3.922 0.828 0.283 0.815

The outer loadings, which represent the loadings of the manifest variables (items) with their respective latent variables (factors), can be used to assess individual item reliability, and it is considered by many researchers as acceptable when an item has a loading higher than 0.7 (Hair et al., 2011). As shown in Table 3, all outer loadings (ranging from 0.721 to 0.910) in this study are higher than 0.7. The average variance extracted (AVE) measures can be used to assess the convergent validity of the constructs. In this study, the AVE scores range from 0.688 to 0.768, passing the threshold value of 0.5 suggested by scholars (Fornell and Larcker, 1981; Hair et al., 2011). To assess the discriminant validity, the square root of the AVE score on each construct must exceed the estimated correlations shared between the construct and other constructs in the model (Fornell and Larcker, 1981; Hair et al., 2011). The discriminant validity of our model is acceptable, because the square root of AVE on each construct (i.e., the diagonal elements shown in bold italic font in Table 4) is greater than the correlations of the construct with other constructs (i.e., those related off-diagonal elements in Table 4). After the measurement model was validated, the structure model which specified the relationships between latent variables was then estimated by using the PLS path modeling technique. The path coefficients for the endogenous latent variables are derived and shown in Figure 2.

Table 4 Inter-construct correlations and square root of AVE measures

Latent variable SE FC ESA PVSS TTAASS SE .829 - - - - FC .469 .839 - - - ESA .402 .501 .877 - - PVSS .498 .500 .809 .854 - TTAASS .412 .408 .651 .701 .856 Notes: SE: Smartphone Experience; FC: Facilitating Conditions; ESA: Enjoyment of Smartphone Activity; PVSS: Perceived Value of Smartphone SNS; TTAASS: Trust in Travel Advice Acquired from Smartphone SNS

Figure 2 Empirical study results

The results obtained from this PLS-SEM process confirmed hypotheses H1, H2, H3, H5, H6, and H7, indicating that (1) mobile users’ trust in travel advice acquired from smartphone SNS is significantly affected by their enjoyment of SNS activity (β=0.244, p=0.0001) and perceived value of smartphone SNS (β=0.503, p=0.0000), (2) mobile users’ smartphone experience has significant influence on their enjoyment of SNS activity (β=0.214, p=0.0002) and perceived value of smartphone SNS (β=0.188, p=0.0002), and (3) mobile users’ perceived value of smartphone SNS is significantly affected by their enjoyment of SNS activity (β=0.704, p=0.0000), while such enjoyment is significantly affected by facilitating conditions (β=0.400, p=0.0000). Hypotheses H1, H2, H3, H5, H6, and H7 were supported, but hypothesis H4 was not supported by our empirical results, i.e., facilitating conditions does not have a direct and significant influence on users’ perceived value of smartphone SNS (β=0.060, p=0.1277).

5 Discussions According to the study results, smartphone experience and facilitating conditions have significant effect on users’ enjoyment of SNS activity. Nowadays, new technology is constantly advancing and its emergence with added values entices new generations to accept the transition to new technology. In other words, people would catch up with the technology current to make great progress in their life. Prior research showed that people are more willing to do and respond to what they feel acknowledged, understood and appreciated (Sabatier, 2007). Therefore, users with more smartphone experience and facilitating conditions (e.g., enough sources of knowledge) are more willing to favor and join SNS activity. It is also confirmed in our research that smartphone experience and enjoyment of SNS activity significantly affect users’ perceived value of smartphone SNS. It can be inferred that users with smartphone experience are familiar with innovative mobile devices, and thereby they tend to be more willing to favor innovative technology. Due to the emergence of app stores, people who use smartphones can easily download diverse smartphone apps from those stores; thus, smartphone users would generally become interested in the application of SNS and at the same time benefit from the value provided by smartphone apps (Costa- Montenegro et al., 2012). Additionally, SNS and smartphones are prevalent in recent years and many people have smartphones and SNS accounts. With the characteristics of light weight, small size and portable, smartphones can be used by mobile users as yet another access channel to SNS, for the purpose of connecting and interacting with important others (e.g., relatives, friends, classmates, and colleagues), anytime and anywhere. Indeed, people who enjoy SNS activity may become even better satisfied by utilizing smartphone SNS as an alternative valuable choice. The explanations described above could be the reasons explaining our finding that smartphone experience and enjoyment of SNS activity significantly influence perceived value of smartphone SNS. Facilitating conditions can be viewed as an objective factor that would create or improve a usage environment with resources needed for users to make an act, and it may directly influence users’ willingness to use communication media (Chang and Pan, 2011). It is found from our results that facilitating conditions is not significantly associated with mobile users’ perceived value of smartphone SNS, implying that better facilitating conditions (such as lower costs or higher communication speeds) would not significantly affect mobile users’ perceived value of smartphone SNS. In terms of cost perception, Goldsmith and Newell (1997) found that innovators were less cost sensitive than the late majority, and this might provide possible explanations to why facilitating conditions such as the cost issue did not significantly affect mobile users’ perceived value of smartphone SNS. Smartphone SNS are emerging applications not yet widely adopted by the general public, and there are quite a few mobile users are likely to be early adopters who are less sensitive to cost issues and other facilitating conditions. The last but never the least, our empirical study found that mobile users’ enjoyment of SNS activity and perceived value of smartphone SNS have significant effect on their trust in travel advice acquired from smartphone SNS. Social networking sites create an array of convenience for users to collect and utilize information (Ainin et al., 2014; Jang et al., 2015). Social networking for individuals is not only to post texts and multimedia contents but also to gather information and search advice from peers. That is, smartphone SNS offer an innovative channel for users to publish and receive promptly updated information and advice anytime and anywhere, and such added value enhances mobile users’ trust in travel advice acquired from smartphone SNS. Holding a smartphone, people can link to SNS without suffering from space and time limit. The advantage of smartphone SNS can be harvested in diverse domains which bring up niche values to mobile users. This could be the reason why mobile users who enjoy SNS activity and perceive smartphone SNS as a valuable channel tend to trust the travel advice acquired from smartphone SNS.

6 Managerial and academic implications Our study results provide several implications and recommendations for practitioners and academics in the tourism industry. Firstly, business managers should consider the adoption of innovative technologies and useful media into their practice. Smartphone SNS provide a ubiquitous channel for delivering contents and facilitating communications and interactions valuable to the tourism industry. Therefore, managers are suggested to take advantage of smartphone SNS for promoting their tourism business in the ubiquitous environment. In so doing, mobile users’ trust in travel advice acquired from smartphone SNS (TTAASS) must be established and maintained by emphasizing mobile users’ perceived value of smartphone SNS (PVSS) and their enjoyment of SNS activity (ESA). Secondly, incorporating smartphone SNS into the tourism business should be conducted in an appropriate way, similar to the implementation of enterprise resources planning (ERP) in an organization, so that the overall business process and corresponding benefits can be enhanced. The cost-effectiveness in using smartphone SNS would be subject to interpretation by the adopter, and different adopters might have different views on the impact of smartphone SNS to their organizations. A thorough understanding on the process of change is a key to success. Furthermore, an enterprise-wide implementation and integration of innovation is complex and typically imposes significant changes on business practice. Thus, it would be highly interesting and valuable for practitioners and academics to clarify issues about smartphone SNS implementation related process changes, such as the identification and evaluation of smartphone SNS content for the target audience and the optimization and management of smartphone SNS operations. All these management issues are valuable and deserve further investigation. The findings from such investigations would improve understanding in the journey of enquiry about smartphone SNS exploration in the tourism context. Thirdly, managers in tourism business are suggested to pay attention to the media features (i.e., functionality and usability) provided by smartphone SNS by making sure the features are desired, particularly in terms of ESA and PVSS, by customers. A good example of desired functionality could be a check-in feature which may be associated with smartphone SNS. For example, the check-in feature integrated with SNS fan pages can be used by businesses to help create or reinforce brand images and enhance both online and offline businesses (Jang et al., 2015). In addition, our findings indicate that smartphone experience (SE) is an important factor directly affecting both ESA and PVSS. Therefore, managers should not only focus on service features but pay attention to the ‘experience’ aspect of smartphone services. Prior study showed that most users prefer using PCs for SNS activity because PCs are easy for users to search information and advice before travelling, whereas smartphones have more constraints such as small screens, low resolution, inconvenient input interface and slow response (Zhou et al., 2010; Pitt et al., 2011; Chang et al., 2016). However, in reality, mobile users may encounter unexpected situations, such as traveling without computers. Under this circumstance, mobile users holding smartphones can connect to the Internet without time and space limit. Therefore, smartphone SNS will be gradually trusted and accepted by users, particularly by mobile users with increasing smartphone experience. Fourthly, despite the finding that facilitating conditions (FC) does not directly and significantly affect PVSS, it is found to have direct and significant influence on ESA. As for the influence on ESA, FC is more influential than SE, and this implies that facilitating factors (e.g., affordable cost, and feasible operation environment) may enhance ESA. Thus, practitioners should bear facilitating factors in mind when deriving technical designs and executing business plans for enhancing mobile users’ trust (TTAASS) through the enjoyment aspect (ESA). This particular finding is important for tourism research to emphasize FC as well as ESA in developing and executing smartphone services enabled business plans, particularly for taking advantage of smartphone SNS. Finally, in this fast evolving market of smartphone apps, there are quite a few smartphone services designed and implemented for mobile users to access travel related information on the go. Our research aims to a better understanding of the trust issue of smartphone services that is highly important but yet to be thoroughly investigated. Particularly, the success of mobile commerce hinges on consumer’s willingness to trust and use new technologies, and therefore it is imperatively important to evaluate smartphone SNS for the purpose of understanding mobile users’ trust. The results derived from trust-related user studies will shed light for the design and implementation of successful mobile business plans with smartphone SNS as a powerful media or platform for conducting and promoting mobile commerce.

7 Conclusion, limitation and recommendations of future research This research conducted an empirical study on mobile users’ trust in travel advice acquired from smartphone SNS, by developing a research model with five latent variables including SE, FC, ESA, PVSS, and TTAASS (see Figure 1) and postulating seven hypotheses. As described in Figure 2, the research hypotheses H1, H2, H3, H5, H6, and H7 were confirmed by the positive and significant path coefficients linking SE and FC to ESA (H1 and H3), SE and ESA to PVSS (H2 and H5), and ESA and PVSS to TTAASS (H6 and H7), respectively. Hypothesis H4 was not confirmed, indicating that FC does not have a significant effect on mobile users' trust in travel advice acquired from smartphone SNS. The aforementioned findings, discussions, and implications can help managers and decision makers in tourism industry to make favorable tactics to catch the revolutionary benefits offered by smartphone SNS in the ubiquitous computing environment. This study inevitably suffers from difficulties owing to time and budget limits; otherwise, we would be able to derive and research into more comprehensive research frameworks for specific valuable details. Our research framework consists of five constructs, and each of them represents a general concept. Actually, some constructs can be segmented into more specific variables. For example, facilitating conditions (FC) can be split into various resource factors (about money and time) and technology factors (about compatibility issues constraining the usage). Perceived value of smartphone SNS (PVSS) can also be specifically segmented into five components regarding social value, emotional value, functional value, epistemic value, and conditional value. After lifting the time and budget limits, we will be able to devote more efforts to follow-up research for getting more specific results and more valuable implications. All the analyzed data in this empirical study were collected from participants in Taiwan, so the results might not be directly applicable to other contexts since the culture, custom, lifestyle, and habit in other region/country might not be the same. Different culture and different regions/countries may play an important role spelling out the difference in the decision of acquiring travel advice via smartphone SNS. Another topic for future investigation is to explore how smartphone SNS can be used in other business domains, with the necessary modifications. A wide scope of applications to smartphone SNS would make the identified and suggested design principles and business specific applications more general in their nature. This study did not address the issues of the design and implementation of smartphone SNS services, but different services with various design philosophies and implementation approaches might influence the users’ perception, attitude, trust, and behavior on the whole process of using smartphone SNS. Therefore, we are interested in studying various design and implementation issues in our follow-up research efforts. Marketing tourism services via smartphone SNS is a new business arena with many exciting technologies and vast application potentials. Research into the design of useable smartphone SNS is likely not only to widen the scope of its practical application but to contribute to developing a design theory for using smartphone SNS to enhance tourism services as well as other related business domains.

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