| Summary: | 碩士 === 國立中山大學 === 行銷傳播管理研究所 === 104 === Since Fan page found in 2007, it has become a popular marketing techniques.
Recently, we can see different brand Fan page posts, include directly related to the
brand, or not related to the brand. However, there have not been studies to investigate
the impacts of congruity of brand posts. Therefore, the study aims to examine whether
post congruity effects customers’ behaviors and attitude. A 4 (Congruity posts) x 2
(Product types) factorial experiment was conducted and a total of 540 Facebook users
participated. The results indicate that different strategy should be taken for different
product types while posting status on facebook fanpage. Experience goods with high
congruity posts, as well as credence with medium and low congruity posts, will
positively influence consumers’’ intention of interaction. This study also indicates that
higher interaction will have a positive influence towards brand attitude
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