“…Psychologically, participation in OTCs is motivated by escapism; those seeking travel advice from OTCs do so as an escape from social, family, or romantic loneliness (Lee & Hyun, 2015). Additionally, as an individual stays longer in the OTC, they are more likely to continue (Zhao, Stylianou, & Zheng, 2013), increasing flow experience, enjoyment, and involvement (Wu, Xiao & Wu, 2016). As the social desire to forge ties and bond with others also influences OTC participation, interactivity is a key (Wu & Chang, 2005;Qu & Lee, 2011).…”