The Effects of Expertise and Online Virtual Social Friendship to Customer Loyalty: A Study of Individual Expert Facebook Fans Page

• Main Authors: LAN,HUNG-CHI, 藍泓棋
• Other Authors: LIU,HSIU-WEN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/96282372813600124427

碩士 === 東吳大學 === 企業管理學系 === 105 === Nowadays, running social media in the digital age is a very important issue. In the past, researchers tended to research for the fan page loyalty to business fans’ interaction, instead of exploring the individual expert fan page and fans’ interaction.This study examines the influence of the professionalism in an individual expert fan page and online virtual social friendship on satisfaction and loyalty, and establishes the related hypothesis based on the construction of virtual social friendship from the perspective of commercial friendship theory. Researcher conducted a questionnaire survey of 1,245 copies of respondents who had clicked the Like button or surve the expert fan page through the Empirical Research. Through confirmatory factor analysis ( CFA ) , this researcher examined the adaptability variable to the fit of each dimension, analyzed customers’ behaviors by path analysis, and discussed whether the interrelationship between the dimensions is significant. Moreover, this researcher discussed whether any mediatation effect caused by profession, online virtual social friendship, including intimacy and sense of familiarity. The results showed that there is a positive relationship between professionalism and satisfaction and loyalty. There is a positive relationship between intimacy and satisfaction and loyalty. The sense of familiarity has a positive effect on satisfaction, but the sense of familiarity loyalty affect the relationship through the satisfaction of the intermediary effect. However, professional, intimacy, familiarity and satisfaction of the intermediary effect had an indirect impact on loyalty; professional, intimacy and familiarity in the old and new customers are different. Finally, researcher discussed the management and practical implications of this study.