As shown in Figure 3, the conditional indirect effect of luxuriousness on participants’ intention to visit the destination due to benign envy was significant only when the luxury travel experience was shared by a similar other among participants with low self-esteem (b = 0.69, 95% boot CI:0.32, 1.08). The effect was nonsignificant for participants with high self-esteem and when the SNS friend was a dissimilar other. This result supports the hypothesized conditional indirect effect via benign envy, which further confirms the theoretical prediction of social comparison as an underlying mechanism. Hence, hypothesis 2 is supported.