Facebook Live：The Impacts of Information Content on Consumer’s Attitudes and Purchasing Intentions

• Main Authors: HUANG,WAN-TZU, 黃婉慈
• Other Authors: Chang, Hsiu-Hua
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/77919202838983001196

碩士 === 逢甲大學 === 企業管理學系 === 105 === Facebook live (FB live) is a new topic in online social media in recent years, and is a new type of advertisings with effectively interatction which is attached by marketers to promote products/services. In the previous studies, a few researches directly examine the context of FB live and thus the effect of promoting information toward the product/service used in FB live on consumer behaviors remains unclear. This study thus uses the 2x2x2 factor experiment design, including information content (information type or entertainment type) and popularity (above 300,000 fans, or less 300,000 fans) and source characteristics (company or FB user), to investigate the relationships between FB live and online user’s perspectives and behavioral intentions. Some academic and practical implications are also disussed in this study.