Investigating Antecedents of Fan''s eWOM toward Facebook Fan Page

• Main Authors: Yi-Jyun Jhou, 周宜均
• Other Authors: Tsuen-Ho Hsu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/54749578506693861876

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 102 === In recent years, numbers of department stores and shopping centers have founded in Taiwan. The total number of them keeps increasing, which makes them to create their own fan page on Facebook as a channel to interact with customers. By the “liking”, “leaving message” and “sharing” of fan page members, fan page may promote its related messages and services to more and more people in a short time, creating the EWOM effect, high exposure and large EWOM network for the message and the fan page itself. The aim of this study is explore department store fan page members’ “liking”, “leaving positive comment”, and “sharing” intention to fan page messages as their positive message EWOM intentions. This study tries to figure out the effects of purposive value and hedonic value that members perceived on the fan page satisfaction, and to explore the relationship among fan page satisfaction, fan page message attitude and positive message EWOM intention. A total of 370 valid questionnaires are received. Research results indicate that purposive value and hedonic value both will positively affect fan page satisfaction, and the more positive attitude that fan page members have to the fan page’s messages, the more they are willing to like, to leave positive comment, and to share fan page messages. However, members’ fan page satisfaction only can have indirect effect on their positive message EWOM intention through fan page message attitude.