| Summary: | 碩士 === 國立雲林科技大學 === 資訊管理系 === 103 === Due to the advent of community era, consumers gradually rely on information obtained from social networking sites and interaction with community members. In Taiwan, the most popular social networking site, Facebook, has opened the function of Fans Page, which became a new function to contact their consumers. Therefore, many companies generally use Facebook fan page to promote their customer relationships, enhance brand image, and expand brand awareness. It also contains customers’ post-purchase experiences as well as their cognition toward specified company. This study based on the effects of attitude on behavior proposed by theory of reasoned action (TRA) to investigate how service quality of Fan Page affected members’ communities loyalty. Proposed research framework includes service quality, perceived value, trust, customer satisfaction, loyalty and commitment to the community. The subjects were fans of Lativ, a domestic apparel website, totaling 245 valid samples. Based on the structural equation modeling (SEM) analysis conducted by AMOS, major findings can be described as follow: (1) service quality is a key antecedent of perceived value and trust; (2) by means of the mediation of trust, service quality can improve customer satisfaction and loyalty, and (3) commitment will impact community loyalty directly. Practical guidance then was suggested for the practitioners.
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