The Effects of Facebook Fan Pages on Consumer’s Purchase and Repurchase Intention－A Case of Online Stores

• Main Authors: Huang, Kuan-Chen, 黃冠蓁
• Other Authors: Yang, Chyan
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/g7a35f

碩士 === 國立交通大學 === 資訊管理研究所 === 102 === Social media has revolutionized the way people communicate and maintain relationships. Among all the social network sites, Facebook is the most popular one in Taiwan. Besides, Facebook fan page has become a new platform of marketing. Because the boom in Internet and the popularity of smartphones and tablet PCs, the flow of information becomes more instant. And the applications of social network sites also make the information sharing more interactive. So, this study attempts to examine the effects that users’ intention of using fan pages on purchase and repurchase intention. This study constructs a research model based on the Technology Acceptance Model (TAM), electronic word-of-mouth, purchase intention and repurchase intention. Additionally, it applies structural equation model (SEM) to analyze the effective data collected from 548 Facebook members who filled out the questionnaire through Internet. The conclusions and strategic implications have further discussions.