Impulsive travel intention induced by sharing conspicuous travel experience on social media: A moderated mediation analysis

Not all travel decisions are based on a careful search for information. Tourists increasingly make such impulse, driven in part by the widespread use of social media. However, few studies have examined psychological mechanism behind impulsive decisions. Utilizing two scenario-based experiments, we investigate and boundary condition under which perceived conspicuousness experiences shared media influences tourists' intention. The results indicate that tourists more likely to experience intention when they perceive as conspicuous (vs. inconspicuous) consumption. This relationship may be due experiencing greater sense relative deprivation view others' consumption In particular, this effect is magnified with higher levels materialism. theoretical managerial implications tourism discussed.