A Study on the Effect of Word-of-Mouth by Facebook Check-in Message :An Restaurant analysis
碩士 === 國立交通大學 === 管理科學系所 === 100 === It is already quite mature on the research of word-of-mouth, but with the Internet services provided by more and more diverse, the use of people’s habits have changed, the dissemination of information also changes in the quality and quantity. With the rise of the...
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ndltd-TW-100NCTU54570502016-03-28T04:20:36Z http://ndltd.ncl.edu.tw/handle/74071336947429994392 A Study on the Effect of Word-of-Mouth by Facebook Check-in Message :An Restaurant analysis Facebook打卡訊息的口碑傳播效果─以餐廳打卡為例 莊偉鑫 碩士 國立交通大學 管理科學系所 100 It is already quite mature on the research of word-of-mouth, but with the Internet services provided by more and more diverse, the use of people’s habits have changed, the dissemination of information also changes in the quality and quantity. With the rise of the Internet Social Media, we are interested in this new online word-of-mouth area. This study discusses the word-of-mouth persuasive effect by Facebook check-in function to influence on the receiver. To analyze check-in message sender’s expertise influence on the persuasive effect. We also discussed the tie strength of sender and receiver and message receiver’s expertise as moderators on persuasive effect. By Hierarchical Regression Analysis discovered that sender’s expertise would significant influence on the persuasive effect. In addition, tie strength play a moderator role between sender’s expertise and persuasive effect, but receiver’s expertise are relatively weak. The paper also reveals managerial implications and avenues for business and future research. Huang, Jen-Hung 黃仁宏 2012 學位論文 ; thesis 65 zh-TW |
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碩士 === 國立交通大學 === 管理科學系所 === 100 === It is already quite mature on the research of word-of-mouth, but with the Internet services provided by more and more diverse, the use of people’s habits have changed, the dissemination of information also changes in the quality and quantity. With the rise of the Internet Social Media, we are interested in this new online word-of-mouth area. This study discusses the word-of-mouth persuasive effect by Facebook check-in function to influence on the receiver. To analyze check-in message sender’s expertise influence on the persuasive effect. We also discussed the tie strength of sender and receiver and message receiver’s expertise as moderators on persuasive effect. By Hierarchical Regression Analysis discovered that sender’s expertise would significant influence on the persuasive effect. In addition, tie strength play a moderator role between sender’s expertise and persuasive effect, but receiver’s expertise are relatively weak. The paper also reveals managerial implications and avenues for business and future research.
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author2 |
Huang, Jen-Hung |
author_facet |
Huang, Jen-Hung 莊偉鑫 |
author |
莊偉鑫 |
spellingShingle |
莊偉鑫 A Study on the Effect of Word-of-Mouth by Facebook Check-in Message :An Restaurant analysis |
author_sort |
莊偉鑫 |
title |
A Study on the Effect of Word-of-Mouth by Facebook Check-in Message :An Restaurant analysis |
title_short |
A Study on the Effect of Word-of-Mouth by Facebook Check-in Message :An Restaurant analysis |
title_full |
A Study on the Effect of Word-of-Mouth by Facebook Check-in Message :An Restaurant analysis |
title_fullStr |
A Study on the Effect of Word-of-Mouth by Facebook Check-in Message :An Restaurant analysis |
title_full_unstemmed |
A Study on the Effect of Word-of-Mouth by Facebook Check-in Message :An Restaurant analysis |
title_sort |
study on the effect of word-of-mouth by facebook check-in message :an restaurant analysis |
publishDate |
2012 |
url |
http://ndltd.ncl.edu.tw/handle/74071336947429994392 |
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