1 Introduction
2 Literature Review
3 Theoretical Framework and Hypotheses Development
3.1 Entertainment
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H1: Entertainment has a positive effect on consumers’ intentions to share tourism-related sponsored advertisements on Facebook
3.2 Altruism
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H2: Altruism has a positive effect on consumers’ intentions to share tourism-related sponsored advertisements on Facebook
3.3 Information Sharing
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H3: Information sharing has a negative effect on consumers’ intentions to share tourism-related sponsored advertisements on Facebook
3.4 Information Seeking
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H4: Information seeking has a positive effect on consumers’ intentions to share tourism-related sponsored advertisements on Facebook
3.5 Socialising
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H5: Socialising has a positive effect on consumers’ intentions to share tourism-related sponsored advertisements on Facebook
3.6 Self-Expression
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H6: Self-expression has a positive effect on consumers’ intentions to share tourism-related sponsored advertisements on Facebook
3.7 Gender
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H7: Gender moderates the proposed model’s hypotheses in the UK context
4 Method
5 Results
Variable | Group | Frequency | Percentage |
---|---|---|---|
Gender | Male | 251 | 51.5 |
Female | 236 | 48.5 | |
Age | 18–24 | 148 | 30.4 |
25–34 | 131 | 26.9 | |
35–44 | 119 | 24.4 | |
45–54 | 46 | 9.4 | |
55–64 | 24 | 4.9 | |
65+ | 19 | 3.9 | |
Ethnicity | White: English/ Welsh/ Scottish/ Northern Irish/ British | 392 | 80.5 |
White: Irish | 14 | 2.9 | |
White: Gypsy or Irish Traveller | 1 | 0.2 | |
Any other White Background | 18 | 3.7 | |
Black: African | 6 | 1.2 | |
Black: Caribbean | 3 | 0.6 | |
Any other Black background | 1 | 0.2 | |
Asian: Indian | 9 | 1.8 | |
Asian: Pakistani | 8 | 1.6 | |
Asian: Bangladeshi | 5 | 1 | |
Asian: Chinese | 6 | 1.2 | |
Any other Asian background | 1 | 0.2 | |
Mixed/ multiple ethnic group: White & Black Caribbean | 6 | 1.2 | |
Mixed/ multiple ethnic group: White & Black African | 2 | 0.4 | |
Mixed/ multiple ethic group: White & Asian | 5 | 1 | |
Any other ethnic group background | 6 | 1.2 | |
Prefer not to say | 4 | 0.8 |
Variable | Answer | Frequency | Percentage |
---|---|---|---|
Length of time as a Facebook user | 1 year or less | 6 | 1.2 |
1–2 years | 24 | 4.9 | |
2–3 years | 36 | 7.4 | |
3–4 years | 49 | 10.1 | |
More than 4 years | 372 | 76.4 | |
Time spent on Facebook per day | Less than 10 min | 53 | 10.9 |
11–30 min | 122 | 25.1 | |
31–59 min | 135 | 27.7 | |
1–2 h | 115 | 23.6 | |
2–3 h | 32 | 6.6 | |
more than 3 h | 30 | 6.2 | |
Number of Facebook friends | 0–100 | 113 | 23.2 |
101–200 | 90 | 18.5 | |
201–300 | 94 | 19.3 | |
301–400 | 49 | 10.1 | |
401–500 | 31 | 6.4 | |
501+ | 110 | 22.6 | |
Shared tourism-related sponsored advertisements on Facebook before | Yes | 79 | 16.2 |
No | 408 | 83.8 |
5.1 Measurement Model
Construct | Variables | Standardised loadings | Construct reliability | Composite reliability | AVE |
---|---|---|---|---|---|
Entertainment | ENT1 | .85 | .885 | .893 | .678 |
ENT2 | .84 | ||||
ENT3 | .86 | ||||
ENT4 | .70 | ||||
Altruism | ALT1 | .81 | .879 | .877 | .705 |
ALT2 | .84 | ||||
ALT3 | .87 | ||||
ALT4 | .83 | ||||
Information sharing | INSH1 | .81 | .814 | .832 | .623 |
INSH2 | .82 | ||||
INSH3 | .70 | ||||
INSH4 | .84 | ||||
Socialising | SOC1 | .83 | .883 | .870 | .691 |
SOC2 | .79 | ||||
SOC3 | .82 | ||||
SOC4 | .80 | ||||
Information seeking | INSE1 | .83 | .949 | .945 | .812 |
INSE2 | .93 | ||||
INSE3 | .95 | ||||
INSE4 | .92 | ||||
Self-expression | SE1 | .87 | .933 | .904 | .759 |
SE2 | .86 | ||||
SE3 | .90 | ||||
SE4 | .89 | ||||
Behavioural intention | INT1 | .95 | .969 | .970 | .914 |
INT2 | .96 | ||||
INT3 | .96 |
5.2 Structural Model
Hypothesis | Proposed effect | Estimates | Result | ||
---|---|---|---|---|---|
SRW | p- value | ||||
H1 | Entertainment → BI | + | .458 | .001 | Supported |
H2 | Altruism → BI | + | .376 | .001 | Supported |
H3 | Information sharing → BI | – | −.429 | .007 | Supported |
H4 | Information seeking → BI | + | .223 | .005 | Supported |
H5 | Socialising → BI | + | .160 | .021 | Supported |
H6 | Self-expression → BI | + | .076 | .172 | Rejected |
Model | χ2 | df | χ2/df | CFI | RMSEA | Nested model | ∆χ2 | ∆df | p-value |
---|---|---|---|---|---|---|---|---|---|
1. Unconstrained | 896.907 | 408 | 2.198 | 9.54 | .050 | ||||
2. Measurement weights constrained | 906.621 | 424 | 2.138 | 9.54 | .048 | 2–1 | 9.714 | 16 | .881 |
3. Measurement weights and structural paths constrained | 910.926 | 430 | 2.118 | 9.55 | .048 | 3–2 | 4.305 | 6 | .635 |