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L/O/G/OThe Influence of Fan Page Quality, Electronic Word-of-Mouth and Brand Image on
Purchase Intention
Ying-Chien Hsiao, Wan-Ru Sun
Takming University of Science and Technology, Taiwan
Jan 3-4, 2012
The Fourth POMS-HK International Conference 2013
Agenda
The Fourth POMS-HK International Conference 2013
Introduction
Literature Review
Research Model and Hypotheses
Research Methodology
Results of Data Analysis
Conclusions and Future Research
Introduction
1. Research Background• The Facebook has created plenty commercial
activities throughout enterprises as marketing tools in recent years.
• Facebook has an advantage of opening platform for application.
• Fan Page launched in 2007 provides a commercial marketing platforms.
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The Fourth POMS-HK International Conference 2013
Introduction
2. Research Motivation• The better of Fan Page quality will definitely
stimulate the purchase intention from consumers.• Electronic word-of-mouth directly impacts the
product word-of-mouth; the higher reputation on product word-of-mouth will influence more purchasing intention on decisions.
• It would stimulate consumer’s purchase intention if brand images for enterprises are positive to them.
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The Fourth POMS-HK International Conference 2013
Introduction
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The Fourth POMS-HK International Conference 2013
3. Research Objectives• Explore whether Fan Page quality will influence the
purchase intention.• Explore whether eWOM will influence the purchase
intention. • Explore whether brand image will influence the
purchase intention.• To investigate the relationship of Fan Page quality,
eWOM, brand image, and purchase intention.• The study is able to give some suggestions to those
who are trying to use Fan Page as marketing tools.
Literature Review
1. Virtual Community• Rheingold (2000) considered that virtual
community is a public discussion forum for a group of people that generates adequate loves from each other after a period of time, and formed as relationship networks .
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The Fourth POMS-HK International Conference 2013
Literature Review
1. Virtual Community• A huge social platform named “Fans Page” was
operated by Facebook in 2007, anyone who can join it by pressing “Praise” and leave messages to support the users whose have same concepts or hobbies.
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The Fourth POMS-HK International Conference 2013
Literature Review
2. Fan Page Quality• Zeithaml, Parasuraman, and Malhotra (2000) E-
service quality can be defined as the extent to which a web site facilitates efficient and effective shopping, purchasing, and delivery of services and manufactures.
• This study employed product evaluations that purposed by Liu, and Arnett (2000) : Information and Service Quality, System Use, Playfulness, and System Design Quality.
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The Fourth POMS-HK International Conference 2013
Literature Review
3. Electronic Word-of-Mouth (eWOM)• The way of communication getting thru word-of-
mouth was reformed by internet completely, consumers can post their comments in words through the internet which can be measured and used (Godes, and Mayzlin, 2004) .
• This study employed product evaluations that purposed by Tsai (2008) : Sender’s Expertise, Receiver’s Expertise, Ties Strength, and Word-of-Mouth Strength.
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The Fourth POMS-HK International Conference 2013
Literature Review
4. Brand Image-Park , Jaworski, and Maclnnis (1991) • It is available for consumers to determine product
quality and to trigger their consuming behaviors. • Based on various consumer interests, Park,
Jaworski, and Maclnnis (1986) developed several brand concept images (BCM) divided into Functional, Symbolic, and Experiential.
• This study employed product evaluations that purposed by Park , Jaworski, and Maclnnis (1991) .
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The Fourth POMS-HK International Conference 2013
Literature Review
5. Purchase Intention-Dodds, Monrone, and Grwal (1991) • Dodds, Monroe, and Grewal (1991) define purchase
intention as the possibility of consumers purchasing a product.
• This study employed product evaluations that purposed by Dodds, Monrone, and Grwal (1991) .
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The Fourth POMS-HK International Conference 2013
Research Model and Hypotheses
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The Fourth POMS-HK International Conference 2013
H2 H3
H5 H6H4
H1
Fan Page Quality
Electronic Word-of-Mouth Brand Image
Purchase Intention
Research Methodology
• The questionnaire was used to collect data. The research used SPSS18.0 and AMOS18.0 software to process statistical analysis:
1) Descriptive statistical analysis2) Reliability of Research Variables 3) Structure Equation Model
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The Fourth POMS-HK International Conference 2013
Research Methodology
• Total survey pretest samples issued by the author were 58 copies, 47 copies of them were valid retrievals. The probability of effective retrieval is 81% respectively.
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The Fourth POMS-HK International Conference 2013
Data Analysis
1. Reliability of Research Variables
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The Fourth POMS-HK International Conference 2013
Variable Dimension Cronbach’αFan Page Quality 0.918
Information and Service Quality 0.842
Playfulness 0.931eWOM 0.876
Sender’s Expertise 0.634
Receiver’s Expertise 0.751
Ties Strength 0.871
Word-of-Mouth Strength 0.911
Data Analysis
1. Reliability of Research Variables
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The Fourth POMS-HK International Conference 2013
Variable Dimension Cronbach’αBrand Image 0.940
Functional 0.854
Symbolic 0.885
Experiential 0.932
Purchase Intention Purchase Intention 0.783
Data Analysis
2. Regression analysis
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The Fourth POMS-HK International Conference 2013
Purchase Intention
Unstandardized Coefficients Standardized
CoefficientsBeta
T Sig. ResultBeta Std. Error
Constant 0.751 0.676 1.110 0.273
Fan Page Quality 0.141 0.168 0.125 0.837 0.407 Nonsupport
eWOM 0.388 0.155 0.358 2.510 0.016 Support
Brand Image 0.326 0.150 0.336 2.165 0.036 Support
R 0.719
R2 0.517
Adj-R2 0.483
Data Analysis
2. Regression analysis
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The Fourth POMS-HK International Conference 2013
eWOM
Unstandardized Coefficients Standardized
CoefficientsBeta
T Sig. ResultBeta Std. Error
Constant 1.130 0.637 1.773 0.83
Fan Page Quality 0.321 0.156 0.311 2.052 0.046 Support
Brand Image 0.375 0.135 0.419 2.771 0.008 Support
R 0.669
R2 0.447
Adj-R2 0.422
Data Analysis
2. Regression analysis
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The Fourth POMS-HK International Conference 2013
Brand Image
Unstandardized Coefficients Standardized
CoefficientsBeta
T Sig. ResultBeta Std. Error
Constant 2.297 0.502 4.576 0.000
Fan Page Quality 0.581 0.096 0.672 6.083 0.000 Support
R 0.672
R2 0.451
Adj-R2 0.439
Conclusions
• Our research found that electronic word-of-mouth and brand image all positively influence the purchase intention, but Fan Page quality has not significant influences on purchase intention.
• That reveals the better electronic word-of-mouth and brand image will raise purchase intention.
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The Fourth POMS-HK International Conference 2013
Future Research
• For future research, adjustments of questionnaires will be made. 300 questionnaires will be distributed. The study is able to give some suggestions to those who are trying to use Fan Page as marketing tools.
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L/O/G/O
The Fourth POMS-HK International Conference 2013
Thank you!
If you have any questions please mail to ychsiau@takming.edu.tw , we will reply to you.
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