A Study of Different Types of Messages and Personality Traits Affecting the eWOM of Facebook Fan Page - Taking Shock (Fashion and Clothing) Fan Page as An Example

• Main Authors: Chieh-liang Chen, 陳皆良
• Other Authors: Chen-Yuan Chen
• Format: Others
• Language: en_US
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/84147658304706706504

碩士 === 國立屏東教育大學 === 資訊科學系 === 100 === The rise of Facebook has brought enterprises a new trend in internet/online marketing. There is an increase in enterprise that begins to focus on the operation of Facebook Fan Page, which treats the Fan Page as an interaction between enterprises and consumers. Therefore, electronic word-of-mouth (eWOM) is passed around by the Fan Page and is purposed to promote the enterprise brand as well. However, the personality traits of every user of the Fan Page varies; so as the way to pass eWOM on the Fan Page. This study is intended to use Shock Fan Page as a research platform to investigate the following four aspects: (1) The motivation of user for joining Facebook Fan Page; (2) The impact of Facebook Fan Page’s personality traits on eWOM; (3) The impact of different types of messages on eWOM; (4) How would personality traits affecting the willingness of eWOM for different types of messages on Facebook Fan Page. According to the research results, the main reason that users join Facebook Fan Page is to receive more information about the products provided by the enterprise, rather than to meet new friends and expand their social circles. In the personality traits factor, the unique needs have a significant influence on two eWOM activities, that is, using “Like Button” and “Share Button” to indicate the motivations and willingness of sharing different types of messages. Lastly, according to the research results, users are more likely to click “Like Button” for supporting the messages on the Fan Page, rather than to share.