Exploring the Participation Benefits, Active Participation and Purchase Intention of Facebook Fans on the Diet Fan Pages

碩士 === 國立臺東大學 === 資訊管理學系碩士班 === 105 === network sites are in vogue in recent years. The most popular site is Facebook. Fan Page, a function in Facebook, lets companies share products with members on a public page. In addition, managers of fan page can solve problems raised by consumers and interact...

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Bibliographic Details
Main Authors: Huang Li-Xun, 黃立薰
Other Authors: Yu-Shan Lin
Format: Others
Language:zh-TW
Published: 2017
Online Access:http://ndltd.ncl.edu.tw/handle/s9389s
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spelling ndltd-TW-106NTTU53960032019-05-15T23:39:48Z http://ndltd.ncl.edu.tw/handle/s9389s Exploring the Participation Benefits, Active Participation and Purchase Intention of Facebook Fans on the Diet Fan Pages Facebook 粉絲對飲食類粉絲專頁之積極參與利益及購買意圖探討 Huang Li-Xun 黃立薰 碩士 國立臺東大學 資訊管理學系碩士班 105 network sites are in vogue in recent years. The most popular site is Facebook. Fan Page, a function in Facebook, lets companies share products with members on a public page. In addition, managers of fan page can solve problems raised by consumers and interact frequently with other members. Active participation of members on fan page is more likely to increase purchase intentions. Many research on fan page, but less survey about the kinds of restaurant and food. This research explores how functional benefits, social psychological benefits, hedonic benefits and monetary benefits affect active participation, and then affect the purchase intentions of members. The study uses questionnaire survey for data collection, and the research object is Facebook members in Taiwan. Hope the empirical findings can provide a reference for business marketing on fan page. Finally, the study finds that functional benefits, social psychological benefits and monetary benefits affect active participation, in which the functional benefits have the greatest impact, but hedonic benefits dose not have the significate impact. Active participation affects purchase intention. Yu-Shan Lin 林育珊 2017 學位論文 ; thesis 68 zh-TW
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language zh-TW
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description 碩士 === 國立臺東大學 === 資訊管理學系碩士班 === 105 === network sites are in vogue in recent years. The most popular site is Facebook. Fan Page, a function in Facebook, lets companies share products with members on a public page. In addition, managers of fan page can solve problems raised by consumers and interact frequently with other members. Active participation of members on fan page is more likely to increase purchase intentions. Many research on fan page, but less survey about the kinds of restaurant and food. This research explores how functional benefits, social psychological benefits, hedonic benefits and monetary benefits affect active participation, and then affect the purchase intentions of members. The study uses questionnaire survey for data collection, and the research object is Facebook members in Taiwan. Hope the empirical findings can provide a reference for business marketing on fan page. Finally, the study finds that functional benefits, social psychological benefits and monetary benefits affect active participation, in which the functional benefits have the greatest impact, but hedonic benefits dose not have the significate impact. Active participation affects purchase intention.
author2 Yu-Shan Lin
author_facet Yu-Shan Lin
Huang Li-Xun
黃立薰
author Huang Li-Xun
黃立薰
spellingShingle Huang Li-Xun
黃立薰
Exploring the Participation Benefits, Active Participation and Purchase Intention of Facebook Fans on the Diet Fan Pages
author_sort Huang Li-Xun
title Exploring the Participation Benefits, Active Participation and Purchase Intention of Facebook Fans on the Diet Fan Pages
title_short Exploring the Participation Benefits, Active Participation and Purchase Intention of Facebook Fans on the Diet Fan Pages
title_full Exploring the Participation Benefits, Active Participation and Purchase Intention of Facebook Fans on the Diet Fan Pages
title_fullStr Exploring the Participation Benefits, Active Participation and Purchase Intention of Facebook Fans on the Diet Fan Pages
title_full_unstemmed Exploring the Participation Benefits, Active Participation and Purchase Intention of Facebook Fans on the Diet Fan Pages
title_sort exploring the participation benefits, active participation and purchase intention of facebook fans on the diet fan pages
publishDate 2017
url http://ndltd.ncl.edu.tw/handle/s9389s
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