An exploration of the social network of community trust and loyalty of the shopping intentions – A Case Study of Facebook Fan Page

• Main Authors: Cheng-Tai Wang, 王正泰
• Other Authors: 蔡旭昇
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/66152517943086508868

碩士 === 樹德科技大學 === 資訊管理系碩士班 === 101 === Modern people use the Internet most often do things that the Internet use social networking to communicate, community website has become the modern information exchange, communication pipes, agile businesses Seeing business opportunities will grasp utilize this has unlimited the power of community network to do the best marketing for them gradually accelerated pace of life, people shop around when shopping information mostly from the Internet, social networking fan page information allow people a first-hand grasp the corporate news sources, the number of fan pages, however, more and more, the same companies may have from one to dozens of different fan pages. The social network is very popular in recent years, research topics, this study affect shopping will discuss Facebook fan page for community trust and loyalty. This study used questionnaires to now have used Facebook Fan Page network as object of study groups and randomly selected sample of 389 people, by statistical methods for data analysis, the study results can be learned (1) different background variables on community trust were no significant differences; (2) different monthly disposable income will result in significant differences in loyalty; (3) of different age, status, average monthly disposable income on purchase intention has significant differences; (4) Community trust and loyalty on purchase intention has a significant positive correlation.