Cross-national differences in travelers' continuance of knowledge sharing in online travel communities

This study aims to investigate factors motivating travellers to continue knowledge sharing across four countries and how these factors vary among answerers, lurkers, and askers. We utilised structural equation modelling to analyze the data gathered from a sample of 6,803 travelers in four countries. Findings indicated that the influence of subjective norm, reputation, shared language, satisfaction, and commitment on continuance of knowledge sharing was greater in developing economies compared with developed economies. The findings also indicated that shared language and reputation enhancement are positively related to attitude towards users behaviour to continue knowledge sharing for answerers, lurkers, and askers. Knowledge demand is positively related to attitude for only lurkers. Moreover, travellers are most apt to continue knowledge sharing regardless of their original intentions in emerging economies compared with developed markets. This study aids practitioners to carry out specific targeted measurements and develop new marketing strategies to meet the needs of each segment.