Exploring the Factors Influencing Tourists' Willingness to Share Photos on Social Media

探索影響遊客在社群媒體上分享照片的意願

10.6220/joq.202408_31(4).0004

Chen-Kuo Pai(白鎮國)；Shun-Hsing Chen(陳順興)；Zi-Zhuo An(安子卓)

social media ； photo sharing ； inhibitors ； 社群媒體 ； 照片分享 ； 妨礙因素

品質學報

31卷4期（2024 / 08 / 30）

275 - 293

英文;繁體中文

With the rapid development of the internet industry in recent years, social media has become an integral part of people's daily lives. At the same time, the tourism industry is also in a booming period. The relationship between social media and the tourism industry is getting closer and closer, and social media is increasingly important to the tourism industry. Tourists enthusiastically embrace sharing photos, feelings, and experiences on social media, with photo sharing being the most common method. While numerous factors drive tourists to share on social media, there is limited research and inconsistent results regarding what hinders tourists from sharing photos on these platforms. The primary objective of this study is to investigate the reasons behind tourists' reluctance to share their photos on social media, thereby addressing existing research gaps and providing theoretical and practical significance to the study of obstacles to photo sharing on social platforms. Building upon a comprehensive literature review, this study concludes with the formulation of a four-dimensional model comprising social intimacy, personal privacy and information security, social media environmental factors, and personal factors that impede photo sharing on social media. The study aims to construct the final model in this area. The results indicate that social intimacy, personal privacy and information security, social media environmental factors, and personal factors all have negative effects on tourists' photo sharing on social media, thereby verifying the inhibiting impact of these factors.

近年來隨著網際網路行業的高速發展，社群媒體已經成為人們日常生活中密不可分的一部分。同時旅遊業也處於蓬勃發展期，社群媒體與旅遊業的關係愈來愈緊密，社群媒體對旅遊業日益重要。遊客們已經把在社群媒體上分享照片、情感和經驗當作生活中不可或缺的一部分，而分享照片是最常見的一種方式。有諸多因素促使他們選擇在社群媒體上進行分享，但是對於哪些因素妨礙了遊客在社群媒體上進行照片分享卻少有研究，缺乏統一的結果。本研究主要目的是分析遊客是否願意在社群媒體上分享照片背後的原因，從而彌補現有研究的不足，並為研究社群平臺上照片分享的障礙提供理論和實務的意義。本研究在整合文獻的基礎上，提出了一個由社會親密關係、個人隱私與資訊安全、環境因素以及阻礙社群媒體照片分享的個人因素組成的模型。本研究旨在建構該領域的最終模型架構，結果顯示社會親密關係、個人隱私與資訊安全、環境因素、個人因素都對遊客在社群媒體上分享照片產生了負面影響，從而驗證了這些因素的抑制作用。