the study of using intention and buying behavior in...
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Facebook
The Study of Using Intention and Buying Behavior in Facebook Pages of female consumers in Taiwan
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Email [email protected]
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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
Facebook
Facebook
Facebook
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
Facebook
2007
112
-
99
Facebook1.2.
3.4.5.
Facebook
2.2 (Theory of Reasoned Action, TRA) FishbeinAjzen(1975)
(BI)
(ATT)(SN)(Davis,1989)
Facebook
FB
1.
2. (
)
3.
4.
2.3 (Technology Acceptance Model, TAM)
Davis(1989)(Technology Acceptance Model, TAM)
Facebook
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
Facebook
Facebook
Facebook
/
Facebook
3.
3.1
Facebook(TAM)
Facebook
3-1
114
-
3-1
3.2
1. (Davis,
1986Davis,1989,89/,2010)
H1
H2
H3
2. Fishbein Ajzen1985
Facebook
2005Yahoo+
Facebook
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
Facebook
3.4
Facebook
(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%
Facebook
5.5 Facebook
po
14
5.4 Facebook
5.5
5.5 Facebook
5.1
..
5.2
5.1.2
5.1.2.1
Facebook
5.1.2.2
()
()
5.1.2.3
Facebook
5.1.2.4
124
-
Facebook
Ajzen1991 SheppardHartwick
Warshaw1988 Facebook
5.1.2.5
5.1.2.6
5.2
Facebook
Facebook
5.2.1
5.2.2 APP Facebook
paypal.. Facebook
Facebook
5.2.3
125
-
5.3
5.3.1
Facebook
5.3.2
5.4
5.4.1
79%40 98%41
Facebook
493
5.4.2
5.4.2.1
5.4.2.2
1.
2.
3.
Facebook
126
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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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