Abstract:

This study aims to determine the effect of argument quality and source credibility on travel content uploaded on Youtube against continuance usage intention and information sharing intention among tourists mediated by information seeking motive, entertainment motive, and relationship maintenance motive. The sample used in this study was Youtube users who had watched tourist content uploaded by ordinary people (not artists) in the past six months. Data is processed using the Structural Equation Modeling (SEM) method. The results showed that argument quality had a positive effect on information seeking motive and entertainment motive while the source credibility only had a positive effect on relationship maintenance motive. Then, information seeking and relationship maintenance motives have a significant positive effect on continuance usage intention and information sharing intention while entertainment motive only has a significant positive effect on continuance social media usage intention, while information sharing intention has an effect that is negative.