| Summary: | 碩士 === 國立高雄應用科技大學 === 觀光與餐旅管理研究所 === 106 === The influences of online word-of-mouth of fb fans groups on purchasing intention of restaurants
Both the convenience of internet and prevalance of mobil device make consumers capable of dealing with messages across the world; moreover, burgeoning community webites help the consumers manage the interaction with their relatives and friends, effectively and instantly. Facebook has created the fan page where consumers’ relatives and friends share common likes; so that, this study focuses on whether or not word-of-mouth helps promote purchase intention of the fans within a fan page of Facebook.
512 questinnaires were sent through web to the respondents, and 100% of them were responded; the respondents include 297 fans and 215 non-fans. 14 responses of the fan respondents considered invalid (totally with same answers) make 283 fan questionnairs effective and analyzed through stastical calculation.The fans’ Demographics and word-of-mouth, composed of source credibility, word-of-mouth acceptance, tie strength, content reputation, and E-word-of-mouth, were treated as independent variables in this study so as to examine if the two variables influenced the purchase intention in the context of restaurants.
Findings include:
1. E-word-of-mouth has positive influence upon purchase intention.
2. Significant differences exist between the fans’ Demographics and purchase intention.
Keywords： E-word-of-mouth word-of-mouth acceptancepurchase intention
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