l/o/g/o the influence of fan page quality, electronic word-of-mouth and brand image on purchase...

L/O/G/OThe 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

Agenda


Introduction

Literature Review

Research Model and Hypotheses

Research Methodology

Results of Data Analysis

Conclusions and Future Research

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.

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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.

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Introduction

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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.

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 .

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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.

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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.

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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.

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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) .

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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) .

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Research Model and Hypotheses

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H2 H3

H5 H6H4

H1

Fan Page Quality

Electronic Word-of-Mouth Brand Image

Purchase Intention


• The questionnaire was used to collect data. The research used SPSS18.0 and AMOS18.0 software to process statistical analysis:

1) Descriptive statistical analysis2) Reliability of Research Variables 3) Structure Equation Model

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• 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.

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Data Analysis

1. Reliability of Research Variables

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Variable Dimension Cronbach’αFan Page Quality 0.918

Information and Service Quality 0.842

Playfulness 0.931eWOM 0.876

Sender’s Expertise 0.634

Receiver’s Expertise 0.751

Ties Strength 0.871

Word-of-Mouth Strength 0.911

Data Analysis

1. Reliability of Research Variables

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Variable Dimension Cronbach’αBrand Image 0.940

Functional 0.854

Symbolic 0.885

Experiential 0.932

Purchase Intention Purchase Intention 0.783

Data Analysis

2. Regression analysis

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Purchase Intention

Unstandardized Coefficients Standardized

CoefficientsBeta

T Sig. ResultBeta Std. Error

Constant 0.751 0.676 1.110 0.273

Fan Page Quality 0.141 0.168 0.125 0.837 0.407 Nonsupport

eWOM 0.388 0.155 0.358 2.510 0.016 Support

Brand Image 0.326 0.150 0.336 2.165 0.036 Support

R 0.719

R2 0.517

Adj-R2 0.483

Data Analysis


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eWOM


CoefficientsBeta


Constant 1.130 0.637 1.773 0.83

Fan Page Quality 0.321 0.156 0.311 2.052 0.046 Support

Brand Image 0.375 0.135 0.419 2.771 0.008 Support

R 0.669

R2 0.447

Adj-R2 0.422

Data Analysis


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Brand Image


CoefficientsBeta


Constant 2.297 0.502 4.576 0.000

Fan Page Quality 0.581 0.096 0.672 6.083 0.000 Support

R 0.672

R2 0.451

Adj-R2 0.439

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.

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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.

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L/O/G/O


Thank you!

If you have any questions please mail to [email protected] , we will reply to you.

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l/o/g/o the influence of fan page quality, electronic word-of-mouth and brand image on purchase...

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