The Moderating Effect of the Brand Image on the Relationship of LINE Official Account Users’ Intention to Accept the Message and Purchase Intention.

碩士 === 國立屏東大學 === 商業自動化與管理學系碩士班 === 103 === There is a growing interest in studying the social media marketing but literature on the subject is still in its beginning. This study applies UTAUT2 as the research framework to identify the key determinants of accepting cooperate message in a social netw...

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Bibliographic Details
Main Authors: Chen, Yi-Jhen, 陳怡臻
Other Authors: Yen, Jen-Yin
Format: Others
Language:zh-TW
Published: 2015
Online Access:http://ndltd.ncl.edu.tw/handle/10234129870191753417
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Summary:碩士 === 國立屏東大學 === 商業自動化與管理學系碩士班 === 103 === There is a growing interest in studying the social media marketing but literature on the subject is still in its beginning. This study applies UTAUT2 as the research framework to identify the key determinants of accepting cooperate message in a social network, and to explore the moderating effects of brand image on the proposed hypotheses as well. The research model is examined by analyzing valid empirical data collected among Line users in Taiwan. The results suggest that performance expectancy, facilitating conditions and hedonic motivation significantly and positively influence users intention to accept the cooperate message. It also confirms that brand image plays a moderating role between accepting cooperate message and continued purchase intention.