The Role of Social Presence in Motivating Consumers to Share Experience in Social Media: A Comparison of Online and Offline Environment
| Autor: | Han-Chen Huang, 黃涵蓁 |
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| Rok vydání: | 2016 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 104 Nowadays a large amount of information was circulated on the Internet. As the result, consumers can easily collect other consumers’ User-generated content (UGC) on a product. This paper provided important insights for understanding the consumers’ shopping decision making and experience sharing intentions. This study tested the motivation and social exchange of sharing UGC in social media, and the loyalty of social media. ANOVA were conducted to elucidate the relationship of platforms (online and offline) and social presence level, ANOVA were conducted to explain the interaction between platforms and social presence levels in motivation and social exchange. A regression test was to estimate the relationships among motivation factors and social exchange factors with loyalty. iPeen.com was used in this study. This research has several marketing implications for social media and channels. Catering industry and tourism industry was selected in this study. The result shows there are more than 30% of users willing to provide comments. High social presence level will motivate consumers to increase their sharing behavior. Compare to offline, online channel need to provide as much information as the product provider can, the higher the amount of information the social media can provide, the higher influence will cause their users to leave UGC in online surrounding. The data shows similar result in catering industry and travel industry, altruistic value-expressive motivation, ego-enhancement motivation and self-perceived competence motivation affect media users more to leave UGC in iPeen.com. And in offline platform, higher social presence will cause self-centred motivations, social-adjustive motive toward general others. A counterintuitive finding from Zhou et al. (2013) that this motivation appears to be negatively associated with online review contribution volume. There will be another variable can affect SA or other motivations drive social media users to keep contributing reviews. This discovery may help media business to understand more about their customer’s behavior. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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