碩士 / 國立臺灣科技大學 / 企業管理系 / 99 / The internet has changed people’s life styles and the ways of the communication; it creates, consequently, new cultures, new organizations, and new business opportunities in the cyber space. Facebook, the hottest social network, has been caught the attention by the entrepreneurs in the recent years. Also, this new social network is a multi-functional and interactive internet platform. With an increasing number of the users, the entrepreneurs have started to focus on its marketing effects.
It’s definitely true that the word-of-mouth power through the internet gets more significant, while some researches points out that two word-of-mouth messages or the entrepreneurial messages have no differences to the users. In addition, the above two messages will be read when the consumers are trying to search for the information needed; but before going around the premise, the results of the research must be based on tourist products, instead of the normal consumer products.
This study, therefore, employs quantitative research methodology to approach the differences between the messages from the consumers and the companies; they can be categorized into users’ motivation and the product involvement as the mediators. Based on that, the results show that the substitutive effects, complementary effects, or the effects which change the ranges are produced under the different sources of the messages to the readers’ opinions, interaction, and reliability. This study uses ELM model to explain and develop the future marketing directions of the products so as to offer the operators the favorable online marketing decision-making references on social networks.
Among the factors, the results show that the message acceptance is significant only when the involvement mediator intercepts. High-involved users prefer to trust the entrepreneurial messages, while low-involved users prefer to trust the word-of- mouth messages, which is the same as the initial hypothesis of the study. These surprising findings can offer the companies the development directions of undertaking online marketing activities.
| Identifer | oai:union.ndltd.org:TW/099NTUS5121135 |
| Date | January 2011 |
| Creators | Pei-Shan Teng, 鄧佩珊 |
| Contributors | Pin Luarn, 欒斌 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 87 |
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