A Study of the Affect Factors on Facebook Fan Page Members Loyalty

• Main Authors: Lo,Chiao-Wei, 羅巧葳
• Other Authors: Hwang,Yann-Jong
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/09785716046330585822

碩士 === 中國文化大學 === 企業實務管理數位學習碩士在職專班 === 101 === Facebook fan page has become a popular internet marketing tool and a platform for the small and medium-sized enterprises to enter into the internet market. More and more Facebook fan pages were springing up recently with fierce competition in between. Therefore, enterprises have to face the challenges of keeping the willingness of members’ participations and loyalties for the sustainable professional development. The motive of this study is to evaluate important factors that affect the Loyalty of Facebook Fan Page Members. The study was first started by collecting and summarizing literatures that addressed the Facebook Fan Page Members loyalty impact factors. Secondly, analytic hierarchy process (AHP) was introduced to integrate varies evaluation basis and calculate the relative impact weights of each factor to the Facebook Fan Page Members loyalty This study showed that four major aspects that affect the loyalty of Facebook fan page members could be ranked as information content, interpersonal relationship, operation model, and benefits / profit. Important factors, ranked by impact weight, that affect the loyalty of Facebook fan page members are the completeness and reliability of messages, the comprehensiveness of contents, capability in assistance, useful information, and good interaction between members. The above results wish to provide Facebook fan page managers a reference of how to keep fans on the page and raise the loyalty of members.