As the number of users grows, more and more companies and brands use Facebook to shape their own images. What they want is ¡§Word of Mouth (WOM). However, each user has his/her own characteristics, and it might affect the WOM activities on Facebook. This research try to (1) explore the traits of WOM on Facebook, (2) find users¡¦ motivations of WOM behaviors on Facebook, (3) figure out what kind of characteristics might influence the WOM activities on Facebook, and (4) find some situational factors that have impacts on WOM activities on Facebook.
The results show that (1) users who have high needs of uniqueness likes to share WOM to out-group members, (2) users prefer to share non-business messages and the messages which are related to their own benefits, (3) users with different characteristics have different motivations of WOM activities on Facebook.
Keywords: Word of Mouth, Facebook, Characteristics, Situational Factors, Focus-group Interview, On-line Survey, social network site.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0825111-025436 |
| Date | 25 August 2011 |
| Creators | Fu, Pei-wen |
| Contributors | Chih-jen, Wang, Chi-cheng, Wu, Yi-fen, Liu |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0825111-025436 |
| Rights | unrestricted, Copyright information available at source archive |
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