Post on 31-Aug-2019
The Study of Using Intention and Buying Behavior in Facebook Pages of female consumers in Taiwan
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Email Addressafang@cc.kuas.edu.tw
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Email Addressmadeline889@gmail.com
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KeywordsFacebook PagesTheory of Reasoned Action,TRATechnology Acceptance Model,TAM Relationship Marketingelectronic Word-of-Mouth, eWOM
1.
1.1
Facebook201412 2007
Facebook pages
2009The Boston Consulting Group2014
28IsabelKamila (2010)
coedmagazine
Facebook Sheryl Sandberg
FBFacebook
1
1 The Female Economy 2009 The Boston Consulting Group
111
1.2
1.3
1. Facebook 2. Facebook
3.
4. 5. 6.
1.4 Facebook
21 96 %
85 % Facebook
2.
2.1 FacebookFacebook pages2 2 What is a Facebook Page? Facebookhttps://www.facebook.com/help/www/174987089221178
FacebookMark ZuckerbergFBsocial networking
social utility2004
2007
112
99
Facebook1.2.
3.4.5.
2.2 (Theory of Reasoned Action, TRA) FishbeinAjzen(1975)
(BI)
(ATT)(SN)(Davis,1989)
FB
1.
2. (
)
3.
4.
2.3 (Technology Acceptance Model, TAM)
Davis(1989)(Technology Acceptance Model, TAM)
1.
2.
2.4
1983Berry
Jackson1994
Smith(1998)
113
2.5 (electronic word-of-mouth,eWOM)
YouTubeFacebook
electronic word-of-mouth,eWOM2010
93%BBS
99
/
3.
3.1
Facebook(TAM)
3-1
114
3-1
3.2
1. (Davis,
1986Davis,1989,89/,2010)
H1
H2
H3
2. Fishbein Ajzen1985
2005Yahoo+
H4
3.
2009
H9
H8
H7
H6
H5
H4
H3
H2
H1
ATT
B
H9(RM)
SN
eWOM
115
Nayak et al. (2010)
H5
H5
4.
Berry & Parasuraman1991Morgan, Robert M.; Hunt,
Shelby D(1994).102
H6
H6
H6a
H6b
H6c
H6d
5.
po
Davis(1989) Facebook
H7
6. Davis(1989)
2011
2009
H8
7.
H9
3.3
116
1. Facebook
2. Facebook
3. Facebook
4. Facebook
5. Facebook
6.
1. --
2. --
3. --
4. --
7. Facebook
3.4
(Likert)
1234567103217
103228 572
79 493 86.19 %
4.
4.1
(N=493)213049.9%N=2462035.7
(N=176) 412.0%(N=10)/66.3
(N=327) 22.5%(N=111)7.5%(N=37)()
3.7%(N=18)49.1(N=242)37.7(N=186)
10.5%(N=52)87.0(N=429)13.0%(N=64)
53.5%(N=264)29.0%(N=143)14.8%(N=73)
2.6%(N=13)368.8% (N=339)2318.5% (N=91)1
5.5% (N=27)81.1%(N=400)14.4% (N=71)
2.2%(N=11)30133.3% (N=164)
3024.9% (N=123)1 219.7% (N=97)271.8%
(N=354)2~321.3% (N=105)41.8% (N=9)
76.7% (N=378)23.3% (N=115)
4.2
Cuieford (1965) Cronbach's 0.70.350.70.35
Nunnally (1978) Cronbach's 0.7
Cronbach's 0.8930.8970.8300.8530.885
0.8810.7950.8520.9740.7
117
4.3
4.3.1
4-1Pearson ()(1)
H1
H2(2)
H3
(3) H4
(4) H5
(5)
H6
(6) H7
4-1
1 0.747*** 1 0.603 0.718 1 0.639*** 0.698*** 0.689 1 0.637 0.735 0.729 0.720 1
0.648 0.698 0.672*** 0.811*** 0.776*** 1 0.605 0.687 0.665 0.718 0.824 0.776*** 1
. * p
4-3F=621.716p=0.0000.05
Adj-R2=0 .5580.18
H1
4-3
4.4.2
4-4F=465.786p=0.0000.05
Adj-R2=0 .4860.18
H2
4-4
4.4.3
4-5F=339.377p=0.0000.05
Adj-R2=0 .4070.18
H3
4-5
t p B Beta
( ) 2 .19 3*** 0 .18 2 12 .0 64 0 .00 0
0 .58 9*** 0 .03 2 0 .63 9 18 .4 22 0 .00 0
Adj -R 2 =0 . 4 07 F= 339 .37 7 p =0 .0 0 0***
1 .
2 .* p
4-6
t p B Beta
( ) 2 .08 5*** 0 .18 3 11 .3 70 0 .00 0
0 .67 6*** 0 .03 4 0 .67 2 20 .0 99 0 .00 0
Adj -R 2 =0 . 4 50 F= 4 03 .954 p =0 .000***
1 .
2 .* p
Adj-R2=0.6010.18
H8
4-9
t p B Beta
() 1.136*** 0.161 7.047 0.000
0.756*** 0.028 0.776 27.223 0.000
Adj -R 2= 0 .60 1 F= 7 41 .0 86 p =0 .000 ***
1 .
2 .* p
4-1
4 11
0.639 0.267 0.372
=(0.747)(0.498)
=0.6390.267
4.4.9
Baron&Kenny(1986)
1.p0.05
211
210
bb : Hbb : H
p0.05H0
p0.05H0
2.
b1
b2
seb1
seb2
z1.961.96p0.05H0z
1.961.96p0.05H0Baron&Kenny(1986)
5.2045.204
0.747*** 0.498***
0.639***/0.267***
1 22 2
1 2
( )
b b
b bzse se
122
1 22 2
1 2
( )
b b
b bzse se
5.204
411(b1)0.725(seb1)0.052412
(b2)0.689(seb2)0.039
0.559(1.961.96)p0.05
412413
0.559
4 12
t B Beta
() 1.432 0.325 4.413
0.725*** 0.052 0.676 14.018
Adj-R2=0.454 F=196.499 p=0.000
4 13
t B Beta
() 1.394 0.208 6.697
0.689*** 0.039 0.741 17.628
Adj-R2=0.548 F=310.754 p=0.000
42
H9
5.
5.1
5.1.1
)039.0((0.052))689.0()725.0(
22
123
21~30 49.920 35.7%
/ 66.1 48.9
37.7 86.8 53.5Facebook
3 68.8% 81.1%
30~60 33.3% 76.7%
2 71.8%
5.5 Facebook
po
14
5.4 Facebook
5.5
5.5 Facebook
5.1
..
5.2
5.1.2
5.1.2.1
5.1.2.2
()
()
5.1.2.3
5.1.2.4
124
Ajzen1991 SheppardHartwick
Warshaw1988 Facebook
5.1.2.5
5.1.2.6
5.2
5.2.1
5.2.2 APP Facebook
paypal.. Facebook
5.2.3
125
5.3
5.3.1
5.3.2
5.4
5.4.1
79%40 98%41
493
5.4.2
5.4.2.1
5.4.2.2
1.
2.
3.
126
1. 2009
2. 2000
3. 2005 Yahoo+
4. 2010 Facebook
5. 2010
6. 2009
7. 2011JournalofQuality
Vol.18,No.3(2011)
8. 2011 FacebookKC2011,
342352
9. 2010 2010.09 527546
10. 100EC17D02111040WE 101
11. 2011
12. NSC992410H273005 99
13.
http://mag.udn.com/mag/digital/storypage.jsp?f_ART_ID=472502#ixzz30pAVEILxPowerByudn.com
14. ! Facebookhttp://www.bnext.com.tw/article/view/id/15342
15. PostedbyDavin http://blog.insightxplorer.com/2012/09/19/
16. Facebook 20091209
http://www.cna.com.tw/Postwrite/NewsPrint.aspx?ID=00045606
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