Study on the Influence of Enterprise Competitiveness in Food and Beverage Industry by Conducting Virtual Communities: A Case Study of Facebook

• Main Authors: Ya-Chun Kuo, 郭雅君
• Other Authors: Tsung-Yi Chen
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/k7225f

碩士 === 南華大學 === 資訊管理學系 === 102 === 　　The rising Facebook fan page for enterprises to drive new marketing style, are different from the traditional marketing models. The fan pages offer consumers new senses of affinity and emotion. This study worked with the restaurant industries which have Facebook fan pages to investigate the the inflence of the fan pages to their competitiveness. 　 　　This study uses a questionnaire survey to explore social marketing, internet reputation, affect the relationship between customer loyalty and corporate competitiveness between the various facets. Also some methods were utilized to analyize the collected data, including reliability and validity analysis, descriptive statistics, t-test, one way ANOVA, Pearson correlation, regression analysis, cross analysis, general linear model analysis. Finally, the results of these analysis can be referred to conducting the fan pages of restaurants.