| Summary: | 博士 === 國立雲林科技大學 === 資訊管理系博士班 === 101 === In 2007, Facebook launched fan pages, a commercial function, on which corporate brands can interact with customers as well as post information of products and promotions. The “like” and “share” buttons provide a dispersal effect, bringing a brand more “fans” and allowing a closer connection to customers while effectively achieving marketing purposes. However, adopting improper management strategies for fan pages can also alienate customers and diminish brand value. For this reason, the contents of and the interactions on fan pages are critical to the cultivation of
positive customer attitudes toward brands. The objective of this study is to investigate the impact of fan page attitude and WOM, both positive and negative, on brand loyalty from the perspective of uses and gratifications theory. Another focus of this study is examining whether the relationships between fan page attitude and WOM and loyalty are different in experience-oriented or search-oriented product.
The results of this study are as the following. First, the positive perceptual experiences - informativeness, utilitarianism, and leader enthusiasm exert positive influence on the human-message interaction in fan pages, whereas the negative perceptual experience - boredom has negative influence. In addition, human-human interaction receives positive influence from the positive perceptual experiences - entertainment and utilitarianism and negative influence from the negative perceptual experience - boredom. Second, both human-message interaction and human-message interaction have positive effects on fan page attitude, which leads to the formation of brand loyalty. Also, positive WOM exerts positive influence on brand loyalty. Third, the effects of fan page attitude and WOM on brand loyalty also varies depending on the orientation of the product. It is hoped that the results of this study can serve as the foundation for future research and provide corporations and brands with a reference for the management strategies of fan pages.
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