Investigating the impact of expected performance and effort on the willingness to use social networking sites (case study: Iran's guest houses)

In the world of digital marketing, new business models have been introduced and new trends are emerging. One of the latest trends is social networking websites that have not only attracted many users and visitors, but are also a place-to-place online advertising of various companies and companies. The aim of this study was to investigate the effect of performance and expected effort on the tendency to use social networking sites (Case study: Iranian hospitality). The statistical population of this study according to Cochran's formula is ۲۷۰ guest managers as an example for providing questionnaires and obtaining answers in total. In this study, a standard questionnaire was used to collect data. Cronbach's alpha was used to determine the reliability of the questionnaire and the results showed that its value was ۰.۸۳۲ and the reliability was appropriate. Structural equations were used to analyze the data. The results show that the expected performance and expected effort impact the tendency to use social networking sites and have a direct and significant effect. Guests should take advantage of the mentioned opportunities and achieve higher profitability by influencing the behavior and attitude of customers

Keywords:

Expected Performance , Expected Effort , Social Networks , Social Networking Sites , Hospitality , Structural Equation Modeling