A study of the intention of using Nike Facebook fan page toward the impact of brand image and purchase intention
| Autor: | Chen, Jia-Lun, 陳家倫 |
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| Rok vydání: | 2011 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 This study was designed to explore the relations among the intention of using Nike Facebook fan page, brand image and purchase intention. The subjects were the users who used the Nike Facebook fan page through the internet, surveyed through internet questionnaire by convenience sampling and snowball sampling. The amount of valid questionnaires is 450. According to the data collected from the internet questionnaire, descriptive statistics, one-way ANOVA and Structural Equation Modeling were applied for data analysis. The results were as following: (1) the main group of Nike Facebook fan page users were mainly male college students aged 25 and below. Most of them were light users that used Nike Facebook fan page once a week and 30 minutes a day; (2) the behavioral intention of Nike Facebook fan page users was above average of evaluation and the brand image and purchase intention were strongly agree; (3) different using purposes, frequency and time toward using intention, brand image and purchase intention were significantly different; (4) the path model of using intention, brand image and purchase intention at Nike Facebook fan page users is appropriate. Furthermore, the using intention would affect brand image, and it would affect purchase intention through brand image. Based on the results, suggestions were as following: (1) operators could interact with users by holding promotions or lottery of certain sport products to attract consumers; expand user populations and develop the potential market of female by increasing female-related sport information and activities; (2) the update rate and quality of fan page is extremely important. Operators should increase fans’ stickiness and loyalty by raising interesting questions and developing more applications; (3) operators could build up two-way communication and improve users’ intention of using fan page by giving appropriate permission to post or creating discussion forum; (4) operators should open Q&;A page to answer the questions from consumers. The negative messages must have to be deal with properly to maintain positive image and to consolidate loyally users; (5) the online shop function should be added to increase the convenience of purchasing and to enhance the intention of purchase. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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