"A Moderated Mediation Model of Sharing Travel Experience on Social Media: Motivations and Face Orientations in Chinese Culture" by Xiaorong Wang

Article

A Moderated Mediation Model of Sharing Travel Experience on Social Media: Motivations and Face Orientations in Chinese Culture

Journal of China Tourism Research (2016)

Xiaorong Wang, Xiamen University
Yinghua Huang, San Jose State University
Xinyu Li, Pennsylvania State University - Main Campus
Lifang Peng, Xiamen University

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Abstract

Based on self-determination theory, the theory of reasoned action, and person-context interaction theory, this study proposes and assesses a moderated mediation model of intrinsic and extrinsic motivations, sharing intention and behavior, and face orientations. The researchers conducted an online survey and collected responses from 287 social media users. The hypothesized direct effects, mediation, and moderation were tested via the hierarchical regression method using SPSS. The results showed that (1) intrinsic and extrinsic motivations have significantly positive impacts on sharing behavior; (2) sharing intention completely mediates the relationship between intrinsic motivation and sharing behavior, while partially mediating the relationship between extrinsic motivation and sharing behavior; (3) protective face orientation (PFO) negatively moderates the relationships between intrinsic or extrinsic motivation and sharing intention, while acquisitive face orientation (AFO) positively moderates the relationship between sharing intention and sharing behavior; (4) when PFO is higher, the conditional indirect effects of intrinsic and extrinsic motivations on sharing behavior are weaker; (5) when AFO is higher, the conditional indirect effect of intrinsic motivation on sharing behavior is stronger, whereas this effect of extrinsic motivation on sharing behavior is not statistically significant.

Disciplines

Tourism and Travel

Publication Date

March 10, 2016

DOI

10.1080/19388160.2016.1151850

Publisher Statement

SJSU users: use the following link to login and access the article via SJSU databases.

Citation Information

Xiaorong Wang, Yinghua Huang, Xinyu Li and Lifang Peng. "A Moderated Mediation Model of Sharing Travel Experience on Social Media: Motivations and Face Orientations in Chinese Culture" Journal of China Tourism Research Vol. 12 Iss. 1 (2016) p. 42 - 64 ISSN: 1938-8160
Available at: http://works.bepress.com/yinghua-huang/5/