THE DECISION BEHAVIOR OF FACEBOOK USERS

文化大學機構典藏 CCUR > 商學院 > 企業管理學系暨國際企業管理研究所 > 期刊論文 > Item 987654321/24272

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題名:	THE DECISION BEHAVIOR OF FACEBOOK USERS
作者:	Yang, TN (Yang, Taining)
貢獻者:	國企系
關鍵詞:	Computer information system Facebook Smart Phone Advertising attitude Usage intention
日期:	2012-09
上傳時間:	2013-02-22 14:15:37 (UTC+8)
摘要:	Currently, lots of enterprises widely use social network site for marketing campaigns, however, there are still limited literature in the related fields. This study investigated the determinant factors for the successful implementation of Facebook marketing by enterprises. Using the marketing communication model developed by Hoffman & Novak [20] as well as source credibility, social ties, consumer value and the involvement theory, this study tested the impact transferring messages through media on the message receiver's decision-making behavior A total of 256 smart phone Facebookers were selected as research samples, and the hypotheses was tested using regression analysis. The research findings suggested that advertising messages provided by close friends only affect consumer brand attitudes, but advertising messages provided by commercial sources affect both consumer brand attitudes and purchasing intentions. Utilitarian and recreational advertising messages affect consumer advertising attitude, brand attitudes, purchasing intentions and involvement. Lastly, consumer involvement partially mediates the effects of utilitarian advertising and recreational advertising on advertising attitude, brand attitudes and purchasing intentions.
關聯:	JOURNAL OF COMPUTER INFORMATION SYSTEMS 卷: 52 期: 3 頁數: 50-59
顯示於類別:	[企業管理學系暨國際企業管理研究所] 期刊論文

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