| Summary: | 碩士 === 國立東華大學 === 企業管理學系 === 100 === With the popularity of the Internet and smart phones, people could link social networking sites with their friends or strangers at anywhere or anytimes. Social network sites also become a corporations and consumers interaction’s platform that all corporations focus on. This study used social cognitive theory as a conceptual framework to investigate a fan page user and other’s personal factors, environmental factors and behavioral factors in the environment of brand fan page, as well as theses three factors’ interactive effects and try to explore which factor can increase the eWOM effect of the brand fan page. The research sample consists of 440 members who had Facebook brand fan page’s experience in a half year. This research adopts Structural Equation Modeling (SEM) to test the proposed model and the structural model shows a good fit. The results indicate that part of personal factors such as cognitive trust, affective trust and sense of virtual community will affect the social influence and eWOM engagement behavior, respectively; informative influence will positively related to user’s eWom review adoption, normative influence will positively related to user’s giving opinion behavior; giving opinion behavior is the only one not positively related to the perceived eWom review credibility in eWOM engagement behavior’s three elements. In addition, this study also indicates that user’s important involvement and product involvement in the brand fan page will moderate the positive effect of the eWOM engagement behavior on the perceived eWom review credibility. This study also provides conclusions and practical implications to managers.
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