| Summary: | 碩士 === 育達科技大學 === 資訊管理所 === 106 === Abstract
Every product needs strongly marketing system to support and promote its perfectly quality. However huge consumer electronics used in this world leads to internet marketing channel get more popular. There are a lot of platforms involved in internet marketing channel so that it becomes various and complicated internet marketing channel. Around 19 billion people around the world have access to internet connections, there are a lot of usersis amazing ratio. Under such surprising percentage Facebook being marketing channel is all the rage. Facebook is not only sharing personal word of mouth after purchase experience for consumer but also advertising product for industry. Tourism industry is suitable for using Facebook to be marketing channel because Facebook supports sensory effect of advertising performance to catch consumers’ eyes. Therefore this work suppose tourism industry uses Facebook to be marketing platform to result in product involvement and advertisement effect both are mediators to affect the relationship between word of mouth and purchase intention. It means tourism industry would like to advance purchase intention could revise product involvement and advertisement effect.
Based on the result,word of mouth has significanteffect to product involvement and advertisement effect, also product involvementhas significant effect to advertisement effect and purchase intention, both word of mouth and advertisement effecthave significant effect topurchase intention. However the hypothesis which product involvement and advertisement effect are mediators of the relationship between word of mouth and purchase intentionin this work supposed are not success. But age, salary and gender have significant effect toword of mouth, product involvement, advertisement effect and purchase intention. So that Facebook to be marketing media has huge influence for customers to understand product or service, in other wordsFacebook has outstanding ability of information transmission. Therefore customers make purchase intention cause the information from Facebook.
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