The Study of the Relationship among Brand Engagement, Brand Attachment, Knowledge Sharing and Purchase Intention for Airline Facebook Fan Page

• Main Authors: LEE, YUN-HUA, 李雲華
• Other Authors: KUO, YEN-KU
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/umwwke

碩士 === 中國文化大學 === 觀光事業學系觀光休閒事業碩士在職專班 === 105 === This study investigated the airline Facebook fan page user brand engagement, and brand attachment, the relationship between knowledge sharing and purchase intention. Through the reference and logical reasoning of the literature, the method of quantitative research and the way of network questionnaire were used to collect 360 valid questionnaires. The results of the study found that (1) airlines Facebook fan page brand engagement is to significantly affect the brand attachment, (2) airlines Facebook fan page brand engagement positive impact knowledge sharing, and (3) airlines Facebook fan page brand engagement is to significantly affect the purchase intention, (4) airlines has a significant impact on the purchase intention, (5) airlines Facebook fan page knowledge sharing is to significantly affect the purchase intention. The results of this study can provide the airline Facebook fan page managers to improve the page content management and website TRA reference, but also provide future academic reference on this issue.