A Study of the Influence of Business Facebook Feedback on Consumer Behavior

• Main Authors: Chiung Chiao Huang, 黃瓊嬌
• Other Authors: Eric Tien
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/7sbj64

碩士 === 義守大學 === 管理碩博士班 === 102 === In this modern society where the internet is comon and popular, people interact with each other by all kinds of social networking platforms, which have become one of the important channels for modern people to exhchange information and to communicate. Facebook contains several functions, such as social contact, game play, information sharing, and so on. "Page" among those functions shows itself the utmost promising with the business value. Furthermore, according to an online survey about your favorite blog, conducted by Pollster (2010), a high percentage of 40% of the respondents chose "gourmet food" as the most attracting style of blog. Due to the recession of blog in recent years, this research has been trying to study the impact of the internet word of mouth, about the gourmet food page on Facebook, on consumers'' purchase intention. We sent out paper questuonaires and totally received 210 reliable replys back. The results of the research are as follows. 1. The main reason why consumers click "like" and join the goumet food page on Facebook is they are eager to know more about the latest information and comments as well of the gourmet food. They are especially in favor of articles with vivid pictures of real objects and posts with shop details. 2. Consumers in particular pay attention to the issues regarding good service, delicious food, and clean environment. 3. The impact of the internet positive word of mouth, about the gourmet food page on Facebook, on consumers'' purchase intention is proved significantly effective. Likewise, the negative internet word of mouth will unavoidably lead to a negative outcome.