Main Article Content
The purpose of this study was to develop a Structural Equation Model (SEM) of factor influencing tourist’s intention to use Location-Based Service (LBS) on social network. The research samples were 363 Chinese tourists. Concerning the research tool, a questionnaire was used. Structural Equation Model (SEM) by SPSS AMOS version 22.0 was used to analyze the data. The research revealed as follows. 1) The measurement model was consistent with empirical study was at good. ( 2 /df=2.265, GFI=0.899, AGFI=0.868, CFI=0.951, NFI=0.916, TLI=0.942, RMSEA=0.059) 2) Hedonic Motivation, Socail Influence, Performance Expectancy and Price Value have statistically signicant positive direct effects on tourist’s intention to use LBS on social network. On the other hand, Effort Expectancy and Social Influence has statistically signicant positive direct effects on Performance Expectancy. Moreover, Effort Expactancy has statistically signicant positive direct effects on Hedonic Motivation.
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