Title page for etd-0507117-094524


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URN etd-0507117-094524
Author Wei-Chiang Hsiao
Author's Email Address No Public.
Statistics This thesis had been viewed 5368 times. Download 582 times.
Department Business Management
Year 2016
Semester 2
Degree Master
Type of Document
Language zh-TW.Big5 Chinese
Title The Study on Users’ Satisfaction of Facebook Fan Pages Toward Buying Behavior. ─ A Case of Hotel Industry.
Date of Defense 2017-05-24
Page Count 115
Keyword
  • purchase intention
  • social networking sites (SNSs)
  • online satisfaction
  • uses & gratifications theory
  • hotel industry
  • Facebook
  • Abstract In the past decade or so, the rapid expansion and application of the Internet has diversified and enriched the technology and methods with which information is disseminated. In today’s world, everyone and everything is inextricably linked to the Internet. The rise of the Internet has led to the creation of social media, and this is currently the part of the Internet that exerts the most influence (an example is Facebook, the largest social networking service in the world). Social media has changed people’s perspective on traditional social interaction, changed the way people receive information, and significantly changed corporate marketing methods and strategy. Social media has a very strong ability to overturn and change things. Not only can large corporations or well-known brands use social media for marketing, but small organizations and individuals can also find a place in this hotly contested field. Social media is not merely a sales network platform, but has also completely transformed consumers’ purchasing behavior. This is social media’s greatest value.
    The study is based on Uses and Gratifications (U&G) theory and combined with the satisfaction factors proposed by (Ko et al., 2005; Park et al., 2009). The purpose of this study was to investigate the gratification factors that increase user satisfaction of hotels’ Facebook fan pages and to ascertain how user satisfaction affects purchase intention to a hotel.
    The findings of the study showed:(1) Information gratification is positively associated with users’ satisfaction with the hotel’s Facebook fan page. (2) Convenience gratification is positively associated with users’ satisfaction with the hotel’s Facebook fan page. (3) Entertainment gratification is positively associated with users’ satisfaction with the hotel’s Facebook fan page. (4) Social interaction gratification is positively associated with users’ satisfaction with the hotel’s Facebook fan page. (5) Users’ satisfaction with the hotel’s Facebook fan page is positively associated with purchase intention to the hotel.
    According to the conclusion of this research, we purposed some suggestions to the enterprise and researcher as a reference.
    Advisory Committee
  • Hsien-tang Tsai - chair
  • Iuan-yuan Lu - co-chair
  • Tsuang-Yih Kuo - advisor
  • Files
  • etd-0507117-094524.pdf
  • indicate access worldwide
    Date of Submission 2017-06-07

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