| Summary: | 碩士 === 國立中央大學 === 資訊管理學系 === 103 === Social networking sites (SNSs) have gradually become one of the important sources for consumers to acquire recommendations and product information by browsing Facebook Fan Page or the wall. For companies, the social networking site is a good platform to promote their marketing activities, offer business-related services, such as Facebook shopping applications. Thus, this study investigated the effects of tie strength, perceived risk and perceived diagnosticity on consumers’ behavioral intention. In addition, this research used Facebook application to further explore flow affects on consumers’ purchase intention.
This research has proposed five hypotheses. It conducted a 2 (tie strength: strong tie/weak tie) × 2 (perceived risk: high risk/low risk) experimental design and used a field experiment on Facebook to test these hypotheses. This experiment design was implemented by an online experimental questionnaire and video. All of our respondents were randomly assigned to one of these four scenarios.
The results show that the recommendations provided by strong-tie friends will positively influence perceived diagnosticity. Perceived risk moderates the effect of tie strength on perceived diagnosticity. Both strong-tie and weak-tie groups have higher perceived diagnosticity toward low-risk products than high-risk products. And perceived diagnosticity will positively influence consumers’ behavior intentions. Finally, flow moderates the effect of perceived diagnosticity on purchase intention.
This research proposed some managerial implications based on the result. Social networking sites are good platforms to promote low-risk products. Companies can choose appropriate consumers to recommend products to their strong-tie friends. In addition, companies can consider whether social networking sites can be used to promote their products or service and further adopt the Facebook application for business-related activities.
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