Understanding the Factors Influencing the Loyalty and Information Adoption on Facebook fan pages: A Social Capital Theory Perspective

• Main Authors: Li-Ling Wang, 王儷陵
• Other Authors: Hsiu-Chia Ko
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/94433022497278366745

碩士 === 朝陽科技大學 === 資訊管理系碩士班 === 101 === In recent years, Facebook has become a popular social network site around the world. The marketing power of fan pages of Facebook is noted by enterprises or personal business. Although marketing through Facebook fan page is an effective way to attract new members, how to maintain the members’ loyalty and further transfer that into economical capital is needed to address. Based on Social capital theory and Information Adoption Model (IAM), this study aimed to investigate how the three dimensions of social capital －structural, cognitive, and relational dimension, influenced fans loyalty. Furthermore, the impact of fans loyalty and fans perception of information usefulness posted on fan page on fans information adoption willingness was also examined. The differences of those proposed relationships between commercial fan page and personal expert fan page were explored as well. The research results showed that cognitive dimension and relational dimension of social capital were significantly related to the attitudinal loyalty of fans in commercial fan page, which in turn influenced fans information adoption willingness. The behavioral loyalty of fans in commercial fan page was influenced by relational dimension of social capital. The result also revealed that relational dimension of social capital was significantly related to the attitudinal loyalty of fans in personal expert fan page; while the cognitive dimension of social capital was the main factor influenced the behavioral loyalty of fans in personal expert fan page. Both attitudinal loyalty and behavioral loyalty of fans in personal expert page were associated with information adoption willingness. Furthermore, the research result also found that information usefulness was an important factor which influenced both type of fans information adoption willingness. Finally, the research implications and several useful suggestions for Facebook fan pages operators and researchers were also discussed.