The Influence of Social Media Innovation on Decision to Use Online Travel Services

Abstract

This research aimed to study the influence of social media innovation on decision to use online travel services. The sample group consisted of 400 tourists who are interested or intent to use online travel services through social media and live in Bangkok, selected from the population using multi-stage sampling method. Data was collected using the generated questionnaires with the validity and reliability tested. The statistics used in the analysis were mean, standard deviation, Pearson correlation coefficient and Multiple regression analysis. The results of the research revealed that the respondents emphasized on Subjective norm, Perceived usefulness, Perceived ease of use, Perceived trust, Attitude towards using and Intention to use be able to jointly predict the decision to use online travel services, which all variables were able to explain the variance of decision to use online travel services 67.40 percent. The multiple regression coefficients as standard scores, it was found that the highest multiple regression coefficients were perceived usefulness (=0.257), followed by perceived ease of use (=0.226), attitude towards using (=0.187), intention to use (=0.159), and subjective norm (=0.124) respectively.