The Effect of SNS Tourism Information Service Quality on e-Word of Mouth and Reuse Intension

Purpose – With the advancement of Web 2.0 technologies, social networking services (SNS) have become key platforms for information sharing, increasingly influencing consumer decision-making in the tourism sector. Information shared by users on SNS may now exert greater influence on potential tourist product or service choices than traditional advertisements. Against this backdrop, the purpose of this study is to examine the influence of the quality of SNS-based tourism information services on user e-WOM activity and reuse intention. Design/Methodology/Approach – Specifically, reliability, ease of use, usefulness, and interaction are selected as independent variables to identify the effects on e-WOM activity and reuse intention. A survey was conducted with overseas travelers to collect relevant data. Findings – The analysis revealed that among the four service quality factors, usefulness and reliability had significant impacts on user e-WOM activity, while reliability, ease of use, and interaction had significant effects on user reuse intention. Furthermore, users actively engaged in e-WOM activities regarding the service quality of SNS tourism information showed a positive relationship with intention to reuse the SNS platform. Research Implications – These findings highlight the importance of enhancing the perceived quality of tourism information services on SNS to promote positive e-WOM behaviors and foster sustained platform engagement among users.