Title page for etd-0704114-172402


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URN etd-0704114-172402
Author Tsan-Ming Lu
Author's Email Address No Public.
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Department Information Management
Year 2013
Semester 2
Degree Master
Type of Document
Language English
Title Exploring the Persuasive Effect of Check-in Posts in Facebook
Date of Defense 2014-07-16
Page Count 91
Keyword
  • Word-of-mouth
  • Check-in
  • Tie strength
  • Elaboration likelihood model
  • Consumer susceptibility to interpersonal influence
  • Visiting intention
  • Abstract With the increasing of using Facebook, people began to share where they have been through check-in function. In order to create word-of-mouth and achieve the effect of marketing, stores would offer discounts as long as people check in. The purpose of this study is to understand whether people’s check-in behavior could persuade their Facebook friends into visiting the store and observe the persuasive effect on their visiting intention under different kinds of content type and tie strength. Besides, this study combined elaboration likelihood model with the aptitude of consumers’ susceptibility to interpersonal influence to understand and explain the effect of behavior.
    The results of this study include: (1) Meaning-based or discount-based content would influence the argument quality. (2) Friends with strong tie are perceived higher source credibility than friends with weak tie. (3) During the stage of information processing, people who have higher informational susceptibility to interpersonal influence would enhance the effect of argument quality, but people who have higher normative susceptibility to interpersonal influence would enhance the effect of source credibility. The contribution of this study is to understand the persuasive effect of check-in behavior, and the factors to influence stores’ visiting intention. This study also provides the advice of marketing strategy to dealers or service providers.
    Advisory Committee
  • Chao-Min Chiu - chair
  • Shu-Chun Ho - co-chair
  • Shih-Chieh Hsu - advisor
  • Hsiangchu Lai - advisor
  • Files
  • etd-0704114-172402.pdf
  • Indicate in-campus at 5 year and off-campus access at 5 year.
    Date of Submission 2014-08-11

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