| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 100 === In recent years, with the appearance of Facebook which seems like a small social network, more and more companies start to set up their own fan pages on Facebook so as to open a new kind of dialogue with the potential consumers or business partners; also, This new-type social community model, with the differences from the previous community participation and internet word-of-mouth on the forums or discussion platforms which are not managed by companies but third parties, has been changed from what we recognized them before. It is a significantly important issue, therefore, to understand the consumers’ motives of participating in Facebook fan pages and disseminating fan pages’ information to their friends. Based on that, this study will approach the following questions: What are the differences between the traditional virtue communities and Facebook fan pages? What do the participation motives lead the consumers to click “like” and join the fan pages? What do the disseminating motives lead the consumers to share the fan pages’ information with their friends? And, what do disseminating factors affect the consumers’ share frequency of fan pages’ information?
This study, by collecting and categorizing the literature, explores the motives which may affect consumers partipating in social community and disseminating the information to their friends. Furthermore, the participation motives can be categorized into six dimensions, including personal dimension, product dimension, information dimension, fun dimension, economic dimension, and information dimension. Importantly, the interactive dimension is the most effective one. And, the disseminating motives can be categorized into five dimensions, including personal dimension, social dimension, psychological dimension, value dimension, and economic dimension. Particularly, the social dimension is the most effective one. In addition, this study can further point that economic dimension is not significant with the consumers’ share frequency, while the social dimension has a negatively significant relation with that. The result and practical suggestion of this study could offer the companies the future operating direction for Facebook fan pages so as to build up unprecedentedly interactive relation between the companies and the consumers.
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