| Summary: | 碩士 === 國立高雄大學 === 資訊管理學系碩士班 === 107 === In recent years, more and more companies have established fan pages as a marketing tool and set up a dedicated operation to strengthen the interaction between enterprises and consumers and collect their opinions. This study focuses on the petty farmers' fan page, discusses the effects of fan page’s virtual service quality, fan page identification, and the trust on purchase intention, and provides community management and marketing strategies for small farmers' fan pages as a reference.
This study employs questionnaire method to obtain a total of 271 valid questionnaires. Based on analyses, the following conclusions were obtained: (1) The fan page identification and the trust toward petty farmer have a significant positive effect on the purchase intention. The trust toward petty farmer can also indirectly influence the purchase intention through the fan page identification. It means that before the actual purchase behavior occurs, consumers will be affected by the comments of fans on the Internet, and affecting the trust toward petty farmer at the same time; (2) The sharing value of the fan page virtual service quality has no significant effect on the purchase intention, but the other hypotheses are statistically supported. Representing the interactivity, reliability, responsiveness, assurance, and care in the virtual service quality can significantly affect the fan's page identity, which in turn leads consumers to trust the petty farmer and promote purchase intentions. Therefore, petty farmers should carefully manage the virtual service quality of the fan page to create a good fan page identification and trust to increase consumers' purchase intention; (3) This study suggests that operators should have a plan to publish relevant information on the fan page to improve the quality of the fan page virtual service to shape the trust toward petty farmer, attract consumers' attention, and respond positively and improve the lack and then enhance consumers' purchase intention about petty farmers’ products.
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