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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

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1 The Female Economy 2009 The Boston Consulting Group

111

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social utility2004

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2007

112

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2.3 (Technology Acceptance Model, TAM)

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Smith(1998)

113

2.5 (electronic word-of-mouth,eWOM)

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99

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79 493 86.19 %

4.

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(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

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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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