The Effects of Online Word-of-Mouth, Community Identification and Perceived Benefits on Online Purchase Intentions: The Case of Facebook Fans Page in Taiwan

• Main Authors: Chin-I Chang, 張卿儀
• Other Authors: Chin-Yu Chen
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/29738590869349687886

碩士 === 世新大學 === 企業管理研究所(含碩專班) === 100 === This study explored the effects of online word-of-mouth, community identification and perceived benefits on online purchase intentions of Facebook fans page in Taiwan. The problems discussed in the current study include: Will consumers' perceived benefits and online purchase intentions be affected by the online word-of-mouth of the members of Facebook fans page? Does consumers' community identification interfere the effect between online word-of-mouth and online purchase intentions? This study chooses people who have ever used the Facebook fans page as samples to conduct the questionnaire survey. Since there are a variety of products on online shopping stores, the dressing is selected as the target product to simulate the purchase situation. The collected data will be analyzed by using structural equation modeling analysis method to test the assumptions. The analytic results for this study are as follow: (1) Both online word-of-mouth and consumers' community identification may positively affect consumers' online purchase intentions. (2) The consumers' perceived benefits will mediate the effect between online word-of-mouth and online purchase intentions. (3) Consumers' community identification may interfere the effect between online word-of-mouth and online purchase intentions. The expected results can be served as reference for practitioners to design the promotion strategies on Facebook fans page.