1. L/O/G/O The 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

2. Agenda IntroductionLiterature ReviewResearch Model and HypothesesResearch MethodologyResults of Data AnalysisConclusions and Future Research

3. 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. 1 The Fourth POMS-HK International Conference 2013

4. 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. 2 The Fourth POMS-HK International Conference 2013

5. Introduction 3 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.

6. 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. 4 The Fourth POMS-HK International Conference 2013

7. 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. 5 The Fourth POMS-HK International Conference 2013

8. 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. 6 The Fourth POMS-HK International Conference 2013

9. 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. 7 The Fourth POMS-HK International Conference 2013

10. 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). 8 The Fourth POMS-HK International Conference 2013

11. 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). 9 The Fourth POMS-HK International Conference 2013

12. Research Model and Hypotheses 10 The Fourth POMS-HK International Conference 2013

13. 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 analysis 2) Reliability of Research Variables 3) Structure Equation Model 11 The Fourth POMS-HK International Conference 2013

14. 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. 12 The Fourth POMS-HK International Conference 2013

15. Data Analysis 1.Reliability of Research Variables 13 The Fourth POMS-HK International Conference 2013 VariableDimensionCronbach’α Fan Page Quality0.918 Information and Service Quality0.842 Playfulness0.931 eWOM0.876 Sender’s Expertise0.634 Receiver’s Expertise0.751 Ties Strength0.871 Word-of-Mouth Strength0.911

16. Data Analysis 1.Reliability of Research Variables 14 The Fourth POMS-HK International Conference 2013 VariableDimensionCronbach’α Brand Image 0.940 Functional0.854 Symbolic0.885 Experiential0.932 Purchase Intention 0.783

17. Data Analysis 2.Regression analysis 15 The Fourth POMS-HK International Conference 2013 Purchase Intention Unstandardized Coefficients Standardized Coefficients Beta TSig.Result BetaStd. Error Constant0.7510.6761.1100.273 Fan Page Quality 0.1410.1680.1250.8370.407Nonsupport eWOM0.3880.1550.3582.5100.016Support Brand Image0.3260.1500.3362.1650.036Support R0.719 R2R2 0.517 Adj-R 2 0.483

18. Data Analysis 2.Regression analysis 16 The Fourth POMS-HK International Conference 2013 eWOM Unstandardized Coefficients Standardize d Coefficients Beta TSig.Result BetaStd. Error Constant1.1300.6371.7730.83 Fan Page Quality 0.3210.1560.3112.0520.046Support Brand Image0.3750.1350.4192.7710.008 Support R0.669 R2R2 0.447 Adj-R 2 0.422

19. Data Analysis 2.Regression analysis 17 The Fourth POMS-HK International Conference 2013 Brand Image Unstandardized Coefficients Standardized Coefficients Beta TSig.Result BetaStd. Error Constant2.2970.5024.5760.000 Fan Page Quality 0.5810.0960.6726.0830.000Support R0.672 R2R2 0.451 Adj-R 2 0.439

20. 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. 18 The Fourth POMS-HK International Conference 2013

21. 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. 19 The Fourth POMS-HK International Conference 2013

22. L/O/G/O The Fourth POMS-HK International Conference 2013 If you have any questions please mail to ychsiau@takming.edu.tw, we will reply to you. ychsiau@takming.edu.tw