Using Social Exchange Theory to Interpret the Phenomenon of Restaurant’s Facebook Fan Pages

• Main Authors: LIU,YA-BO, 劉雅博
• Other Authors: SUNG,YUNG-KUN
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/29137594449567134853

碩士 === 銘傳大學 === 觀光事業學系碩士班 === 104 === This qualitative paper discusses the interaction of form between the Coffee shop owners and customers for cafe shop belongs classification of restaurant on Facebook fan pages, after a journey through a systematic study and analysis of information gathered from the development of information and confirmed by the power, emotion, engagement as well as the trust of the theoretical framework, and Propose business strategy recommendations by the theory. This paper collected thirty different parts of cafe owners in the entire month of June 2015, click on the highest number of press like dynamic Posts, research methods for the establishment of observation logs through observation, and using content analysis and image analysis to make the results and establish theory, the results summarized the findings of [power], [emotions], [involvement], [trust], this new model to explain the phenomenon. Practical recommendations to the coffee shop owner is to provide the rich narrative and exquisite picture guide customers for emotions and intentions consumption.