How ties strength, friends’ involvement with advertisement, and product type affect our attitude and behavior on social network site.

• Main Authors: Ai-Chen Hsu, 徐靉真
• Other Authors: 吳玲玲
• Format: Others
• Language: en_US
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/98738883153914365906

碩士 === 國立臺灣大學 === 資訊管理學研究所 === 101 === With the growing of users on social network site, social network site become an important channel of advertising. This study tried to explore factors that influenced the advertisement on Facebook fan page to spread. Receiver might generate different attitudes and behaviors due to different sender, different level of sender’s involvement or different product type. Therefore, we examined how ties strength, friends’ involvement with advertisement, and product type affect our product attitude, intention to purchase, and intention to click on Facebook. And advanced to explore whether product type moderated friends’ involvement with advertisement and ties strength and dependents or not. The experiment in this study was conducted with a 2(ties strength: strong tie/weak tie) × 2(friends’ involvement with advertisement: high/low) × 2 (product type: search product/experience product) mixed design. Our findings have major implications for Facebook fan page manager and propose some advices.