This research aims to advance the literature by focusing on tourist engagement on travel social media sites (SNSs). Drawing on social exchange theory and engagement theory, it improvises the techno-exchange engagement model of SNS to highlight the role of trust induced from favorable (e.g. secondary control) and unfavorable (e.g. privacy violation) encounters as well as functional (e.g. perceived ease of use and usefulness) and affective (e.g. perceived enjoyment) technology usage experiences. Based on data acquired from a popular Chinese travel SNS, research findings point to a significant meditational mechanism in the techno-exchange engagement process leading to continuance usage and information sharing intentions. This research not only underscores the duality of the cyber trust-building process, but also showcases means to improve continuous usage of travel SNS through the proposed techno-exchange engagement model.
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