A Study on the Effect of Word-of-Mouth by Facebook Check-in Message ：An Restaurant analysis

• Main Author: 莊偉鑫
• Other Authors: Huang, Jen-Hung
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/74071336947429994392

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.