| Summary: | 碩士 === 中原大學 === 資訊管理研究所 === 103 === In the past, Enterprises will use several channels to advertise or sale for their products or brands, because they wanted to maintain their market competitiveness. The products or brands ads with sound and lights effects will caused consumers have buying desire or behavior, such as telemarketing, advertisement or TV commercial and so on. Social media have rapidly developed, let enterprise or individual could collected some beneficial information on social media, and made strategic decisions. All positive or negative comments and reviews on Facebook such social media, may cause other people have tangible or intangible impact (Murray, 1991). However, enterprise social media marketing is a trend, but not fit everyone, when enterprise focuses wrong comments, may cause failed. So we integrate the social relations, social exchange theory, information communication, cognitive and affective attitudes then expected to questionnaires and SEM analysis could find the intention factor of consumer eWOM on Facebook.. In the future, we can provide enterprise to practice their enterprise social media or others social media, pay attention to which eWOM intention can collect and information for make decision.
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