| Summary: | 碩士 === 國立高雄大學 === 資訊管理學系碩士班 === 103 === Because of the emergence of Social Network Site, the communication between enterprises and consumers has been changed. Facebook fan page becomes a main marketing channel in which enterprises can interact with consumers directly. Female consumers play an important role on Fan Page due to the following reasons. Eighty percent of consuming behavior comes from female consumers. Female consumers care about maintaining relationships more than male consumers do. Therefore, it is more important to establish relationship with female consumers for brands/enterprises. The service quality of fan page can be analyzed through the concepts of social capital. For structural dimension, enterprises could communicate with consumers frequently, which made enterprise to reach consumers more easily on Fan Page. For cognitive dimension, enterprises could unite their consumers and create the common goals and views more effectively on Fan Page. For relational dimension, enterprises could interact with consumers on Fan Page, which may result in friendships and trust between consumers and enterprises. The five service quality concepts of traditional SERVQUAL mainly focuses on strengthening relational dimension rather than structural dimension and cognitive dimension of interpersonal social networks. Thus, this study intended to develop a measurement of virtual-service quality for Fan Page (V-SQUAL) through the perspective of social capital. By using virtual-service quality, this study investigated the role of V-SQUAL in the attitude formation toward fan page manager and relationship between attitude and satisfaction to Fan Page. the relationship between satisfaction and continue usage intention of Fan Page.
Therefore, this study used a sample of female customers of fan page in Taiwan and collected 572 valid respondents. The results showed that V-SQUAL positively influences attitude toward manager and then leads to Fan Page’s satisfaction, which in turn having positive effect on continue usage intention of fan page. Besides, the mediating effects of the relational dimension of V-SQUAL formed from SERVQUAL were also found in this study. Based on the results, this study provides several theoretical and practical implications.
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