| Summary: | 碩士 === 國立臺灣科技大學 === 企業管理系 === 101 === With the popularity of mobile networks and the prevalence of social media, social network users can escape the limitations of time and location and they can share the information to their friends quickly. Among them, the check-in sharing function of Facebook let electronic WOM quickly integrated into the lives of consumers and to share with the social media friends about their life with everywhere in the social network. In this environment, numerous companies make discount to combination of electronic WOM marketing which allows not only consumers to share information with friends but also for businesses to pass electronic WOM by using WOM power of the social network. Companies use social media which spend lower cost and deliver more information to the potential customers.
Although new marketing methods from the check-in can share and transfer of the electronic WOM but in the academic levels still need to explore and improve. According to past research, the financial motivation promotion is one of the most interested information to the consumers. In addition, in the process of sharing the message, the show off message sharing is always cause more enthusiastic responses from their friends. Compare with other industries, the restaurants more prevalent to use the check in function. Therefore, this study will focus on the financial and show off motivation in the restaurant to consumers’ check-in intention to explore.
The research will collation academic financial and show off motivation theory be summarized and analyzed the check-in intention to explore the motivation. And then, this research dividing financial motivation into 10 items: Price, Sample, Coupons, Cash refund offers Price packs Premiums/ Gifts, Prizes/ contests/ sweepstakes/ games, Patronage awards, Tie-in promotions, Cross-promotions. And dividing show off motivation into 4 items: High-priced, good atmosphere, place of special and high-reputation. To do the further explore for check-in intention.
This study indicates financial and show off motivation theory will affect the check-in intention. Among them, individual check-in deals is the main factor of financial motivation and show off motivation is to enhance the personal taste as the main share content. The results of this study provide the basis of future researchers as a reference and make a depth research about the affect of social media marketing with check-in intention. Moreover, provide restaurant owners more effective option deals and companies in the use of social network marketing to enhance social media exposure of a reference direction.
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