PACIS 2022 Proceedings


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Social media has substantially influence people’s behaviors in many aspects including how they plan torusim and recreation activities. Many researches have identified positive effects of social media to improve tourism and recreation quality. At that time, more people were recognized to be involved in social media to reduce motivation for outdoor activities. Here we see two effects of social media, positive and negtive, to participation of outdoor activities. In this study, a two-path model was built on the basis of expectation theory and motivation theory, and considered the moderationg effect of social connection. PLS techniq (partial least square) was used to varified the model.



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