| Summary: | 碩士 === 世新大學 === 資訊管理學研究所(含碩專班) === 101 === Facebook is the most popular community website globally. Fans page developed by it recently has drawn the most attention from the enterprises. In recent years, many enterprises have started to use the Facebook’s feature of fans page frequently, and operated their own brand community on Facebook. They interact with the user by using this feature, to create the brand impression and loyalty of the users and further influence their purchasing intention, finally improve the enterprise competitiveness. Therefore, Facebook’s fans page has become the marketing development goal valued by many enterprises more and more.
Therefore, this study, by taking HTC as an example, is going to explore the factors influencing Facebook users’ intention of using HTC fans page, and further discuss whether the intention of using HTC fans page will influence HTC’s brand image and purchasing intention. Finally, some practical suggestions are proposed based on the study results for reference of the industrial circle.
This study constructs study model based on theory of reasoned action, brand image and purchasing intention theory, and then employs the structured equation as the analysis method. With online questionnaire survey and Facebook members as the subjects, it collects 335 valid questionnaires in total.
The study results show, the Facebook users’ attitude towards HTC fans page and subjective norm will positively influence the intention of using HTC fans page. And the intention of using HTC fans page will also show positive influence on HTC brand image and purchasing intention. Finally, the study finds out the Facebook users’ brand image towards HTC will show positive influence on the purchasing intention.
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