The Effect of Activity Announcement from Facebook Fan Page on Consumer Attitude

• Main Author: 黃舒敏
• Other Authors: 黃仁宏
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/05118069867745661632

碩士 === 國立交通大學 === 管理科學系所 === 100 === Social networks become more and more popular in recent years. It not only makes the relationship of human-beings become closer, but also attracts entrepreneurs to interact with customers through the social networks. According to the public survey of existing social networks, Facebook, established since 2004 and prevailed in Taiwan till 2009, is the most popular one that has longest average usage time, highest consumer stickness level and the longest stay duration. Many entrepreneurs have used Fan Page to strategically announce marketing information that has tremendous influence among thousands of social networks. This research is aiming at consumer attitudes toward activity information announced on Facebook Fan Page. The purpose of this research is by understanding consumer cognitions, feelings and intentions of Fan Page to generalize the most appropriate marketing strategy like frequency of announcement of total activity information, contents and marketing types on Fan Page. The results of this research showed that the higher score of consumer cognition to Fan Page, the more positive are their feeling and intention to it. There are positive and causal relationships among these three variables. In addition, different types of business, frequency of announcement of total activity information, and frequency of announcement of promotional information all have the significant effects on the feeling of consumers to Fan Page.