A STUDY ON THE ANTECEDENTS OF TRAVEL KNOWLEDGE SHARING BEHAVIOR IN MOBILE SOCIAL MEDIA BASED ON THE PERSPECTIVE OF SELF-DETERMINATION THEORY

This study constructed a research model of the antecedents of mobile social media travel knowledge sharing behavior using self-determination theory and collected data from 403 mobile social media users through online questionnaires. The structural equation modeling (SEM) method was used to test the research model. The aim was to explore the influence of autonomous motivation on the travel knowledge sharing intention and behavior of mobile social media knowledge content creators, as well as the moderating effect of platform incentives (controlled motivation) on the relationship between knowledge sharing intention and behavior. The study addressed the question of how travel knowledge sharing behavior among mobile social media knowledge content creators is generated. The results showed that the autonomous motivation of knowledge contributors is positively related to travel knowledge sharing intention and behavior, and the strength of platform incentives (controlled motivation) positively moderates the extent to which knowledge sharing intention translates into knowledge sharing behavior. The innovation of this study lies in its first attempt to measure the autonomous motivation of knowledge creators to share knowledge using a hierarchical user experience, expanding the measurement dimensions of autonomous motivation. Additionally, the finding that platform incentives (controlled motivation) have a positive moderating effect on the relationship between travel knowledge sharing intention and behavior differs from the majority of existing research perspectives.