| Summary: | 碩士 === 中原大學 === 國際經營與貿易研究所 === 105 === In the rise of global Internet and the social community, independent travelers acquiring real-time interaction and knowledge sharing through the travel social networking sites. It was attracted important attention by many tourists and companies. They are trying to set up travel social networking sites to carry out marketing awareness or attractiveness. However, most of the research in the past focusing on travel social networking sites or the willingness to use for the community, it is rarely discussed for the independent traveler''s willingness to share knowledge. Therefore, this study is to explore the willingness to share knowledge using the travel social networking sites through the independent traveler''s innovative personality traits and community identity.
In this study, a total of 480 valid questionnaires were collected by network survey and analyzed by Structural Equation Modeling (SEM). The validation factor analysis and structural model analysis were carried out by LISREL 8.8 to verify the results and the relationship between the variables. The results of this study indicate that independent travelers'' personal innovation traits affects subjective knowledge and perceived risk; community identity affects trust and sense of belonging; trust will affect perceived risk and sense of belonging. Moreover, subjective knowledge and sense of belonging has a positive impact to knowledge shared willingness of the travel social networking sites. It is hoped that the results of this study will help the managers of the travel industry have reference when managing the marketing strategy and travel social networking sites management.
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