Exploring Continuous Usage Intention of Virtual Community Fan Page - The Case of Chinese Professional Baseball League Player Facebook Fan Page

• Main Authors: CHAO FU CHIA, 趙甫嘉
• Other Authors: Ko Ling-Mei
• Format: Others
• Language: zh-TW
• Published: 103
• Online Access: http://ndltd.ncl.edu.tw/handle/4rbu6n

碩士 === 南台科技大學 === 休閒事業管理系 === 102 === In recent years, the emergence of Facebook and Twitter has brought the rapid growth of social network sites. In particular, Facebook is one of the most popular social network sites, and has become a new marketing media. Among the functions of Facebook, fan page is the most popular feature because it is not limited by geographical location; moreover, it can easily gather those with common themes and interests. Therefore, many companies or celebrities are eager to develop it. Baseball has become a country-wide sport in Taiwan, and more and more Chinese Professional Baseball League (CPBL) players have set up their own fan page, which are used to interact with fans and establish an ever-lasting relationship. This phenomenon has elevated the overall value of social network sites. The aim of this research was to investigate the fans’ continuous usage intention of using fan page of CPBL players through focus groups and questionnaires based on the uses and gratifications theory. The results of this empirical study demonstrated that except for “idolatry”, “fan interaction”, “information seeking”, “human relationship”, “exchange of experience”, “relationship link” all significantly affected the continuous intention of using Facebook fan page.