Publication: Antecedentes del uso de los medios sociales por el turista: motivación, oportunidad y capacidad.
Authors
Gutiérrez Taño, Desiderio ; Bulchand Gidumal, Jacques ; Díaz Armas, Ricardo J. ; Parra López, Eduardo
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Publisher
Murcia, Universidad de Murcia, Servicio de Publicaciones
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DOI
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info:eu-repo/semantics/article
Description
Abstract
El presente trabajo utiliza el modelo MOA para analizar en qué medida la motivación, la
oportunidad y la capacidad de los usuarios son factores determinantes de las intenciones de
uso de medios sociales en la organización y desarrollo de viajes turísticos. Las conclusiones
del estudio revelan que las intenciones de uso de los medios sociales se ven afectadas por la
motivación y las capacidades de los usuarios y, sin embargo, no se ven influenciadas por la
oportunidad. A su vez, en las motivaciones influyen los beneficios funcionales y hedónicos,
pero no los sociales.
ABSTRACT: This work uses the MOA model to explain to what level motivation, opportunity and ability of users are factors determining the intentions to use social media when organizing and taking vacation trips. The conclusions of the study reveal that the intentions to use social media are directly influenced by the motivation and ability of users; however, the opportunity does not significantly affect the predisposition to use such technologies. In turn, functional and hedonic benefits have an influence on motivations, while social benefits do not.
ABSTRACT: This work uses the MOA model to explain to what level motivation, opportunity and ability of users are factors determining the intentions to use social media when organizing and taking vacation trips. The conclusions of the study reveal that the intentions to use social media are directly influenced by the motivation and ability of users; however, the opportunity does not significantly affect the predisposition to use such technologies. In turn, functional and hedonic benefits have an influence on motivations, while social benefits do not.
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