Developing a Cause and Effect Model of ISSM and TAM in Ecotourism Virtual Communities by Applying DEMATEL Method

Huan Ming Chuang; Chien Ku Lin; You Shyang Chen

doi:10.4028/www.scientific.net/AMR.717.638

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HomeAdvanced Materials ResearchAdvanced Materials Research Vol. 717Developing a Cause and Effect Model of ISSM and...

Developing a Cause and Effect Model of ISSM and TAM in Ecotourism Virtual Communities by Applying DEMATEL Method

Abstract:

Ecological degradation is an escalating global threat. Despite these environmental concerns, efforts to raise environmental behavior appear unsuccessful as degradation of the environment continues. Thus, the environmental protection problems are highlighted and the environmental issues are emerged. Given to the above reasons, an appropriate information technology tool, such as the growing popular social network system (e.g., virtual community, VC), can facilitate public education and engagement on applications of the existed problems effectively. Particularly, exploring the related involvement behavior of VC member engagement becomes an interesting and meaningful topic. Nevertheless, the member engagement process comprises interrelated sub-process reflecting members interactive experience within virtual communities, and value co-creation model among community participants. To address the top-focused ecotourism virtual communities, this study presents an application of using hybrid expert-based DEMATEL models based on multi-criteria decision making (MCDM) tools to deeply investigate the complex multidimensional and dynamic nature of member engagement. Research findings can help providing insightful management implications and suggestions on the viral marketing of ecotourism protection concerns to both practitioners and academicians.

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Periodical:

Advanced Materials Research (Volume 717)

Pages:

638-643

DOI:

https://doi.org/10.4028/www.scientific.net/AMR.717.638

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Online since:

July 2013

Authors:

Huan Ming Chuang, Chien Ku Lin, You Shyang Chen

Keywords:

Delphi Method, DEMATEL Model, Multiple Criteria Decision Making (MCDM), Virtual Community

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