The Effect of Transaction Oriented Message and Rational Message Appeal on eWOM: A Study of Automobile Facebook Fans Pages

• Main Author: 翁悅禎
• Other Authors: 劉秀雯
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/57918808639544873541

碩士 === 東吳大學 === 企業管理學系 === 105 === In Web2.0 era, internet becomes a new platform. Corporation establishes fans page on social networking platform to deliver their brand, products, corporate philosophy and communicate with consumers. In thus, operating fans page becomes an important development trend. In sum, how to operate the fans page, meanwhile attract the attention of consumers and fans also become a key point for them. In the past, experts and scholars devote their mind to the effect of message characteristics on eWOM transmission, such as message interactivity, message entertainment. This research observes that message type (transaction oriented message) and message appeal (rational message appeal) also effect the eWOM Transmission. Therefore we add these two variables and extend the compare of vividness. The samples are from 10 automobile Facebook fans page of Taiwan, collect 1,000 data to do analysis. The results show that transaction oriented message will promote the effect of “Likes” and “comments”, rational message appeal will promote the effect of “Likes” ,“shares” and “comments”. Otherwise, the results also show that low vividness will makes better effect of eWOM with transaction oriented message, high vividness will have better effect with rational message appeal. The results of this research provide useful management and strategy implications, and can be the reference material of operating fans page