earticle

영어

Online travel communities are virtual social communities where community members seek information about travel-related products and share their knowledge related to destinations. This study investigated the effect of trust (honesty, benevolence and competence) on the quality of knowledge and examined whether or not the quality of knowledge influence knowledge contribution intention of members in online travel community. The conceptual model was designed based on the previous literature and tested empirically. For the empirical test, survey was conducted in Busan, Korea, and 371 responses were collected from the members of online travel community. The data collected were analyzed using SPSS and AMOS statistical program. The results revealed that honesty, benevolence, and competence have a positive impact on the quality of knowledge in online travel community. The quality of knowledge also have a positive influence on the knowledge contribution intention. In this study, practical and academic implications were given based on these findings.