Despite the outstanding growth of social network sites in recent years, more research is needed to better understand how users' intentions to share their experiences with products and brands are formed through these applications. With this in mind, this study takes the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) as a reference and develops an extended model by considering the substitution of ?price value? with ?privacy concerns?, since social network sites are free applications, with no economic cost to users but with potential problems of self-disclosure. Our model also includes the interrelations between the explanatory variables postulated in the UTAUT2, an issue that is not considered in its original formulation. This approach is empirically tested through a quantitative study in the tourism industry, where social network sites have significant influence. The results from a sample of 537 tourists show that there are three main drivers of users' intentions to use social network sites to publish content about their experiences: performance expectancy, hedonic motivation, and habit. Additionally, our results support the existence of interrelations between the explanatory variables. Finally, three of the factors studied (i.e., facilitating conditions, social influence, and privacy concerns) do not have any influence on the intention to use social network sites to share content

The present study analyzes the influence that perceived risk in online shopping has on the process of e‐commerce adoption by end consumers. With this aim, the Technology Acceptance Model is taken as a reference framework, proposing an Extended E‐Commerce Acceptance Model that includes the diverse constructs of perceived risk: financial, performance, social, time, psychological and privacy. Empirical evidence is obtained from two samples, one is composed by Internet users with no experience in web shopping and the other is formed by online buyers. The results obtained confirm that the intention to shop through the Internet is positively influenced by general attitude toward the system and negatively influenced by the risk associated with the Web. Regarding the importance of the risk dimensions considered in the study, the economic and performance facets are the ones that have a greater influence on e‐commerce adoption, while social and time dimensions are the less relevant.

Environmental certifications are considered an extremely useful tool to promote sustainable tourism; however, little is known about customer perceptions of these schemes and how these certifications might relate to customer behavior when there are customer segments with different levels of environmental consciousness. This study develops a model that investigates the relationship between green practices, green image, environmental consciousness and the behavioral intentions of customers in a certified hotel context. The study examines the direct and moderating role of environmental consciousness in the formation of behavioral intentions based on green initiatives. To test the proposed model empirically, 502 personal surveys of hotel customers were conducted in Spain using a structured questionnaire. The findings show that customer perceptions of green practices have a directly positive effect on a hotel's green image. At the same time, this green image has directly positive effects on customer behavioral intentions toward certified hotels. The authors also found that the higher the environmental consciousness of consumers, the greater their intention to stay, to spread positive word-of-mouth and pay a premium for environmentally certified hotels. Finally, consumer environmental consciousness also exerts a moderating effect on the causal relationship between green image and behavioral intentions.