Factors influencing consumers’ word-of-mouth behaviors on Facebook
學年 104
學期 2
發表日期 2016-06-19
作品名稱 Factors influencing consumers’ word-of-mouth behaviors on Facebook
作品名稱（其他語言）
著者 Guo, Lin-zhi; Mao, Zheng-xin (Eddie); Huang, Yung-Kuei
作品所屬單位
出版者
會議名稱 International Hospitality Information Technology Association (iHITA) 2016 Annual Conference
會議地點 New Orleans, Louisiana, USA
摘要 This study was designed to answer the following research questions: will hospitality company's B2C (business-to-consumer) messages on Facebook evoke different eWOM (electronic word-of-mouth) responses towards the company that initiated the messages? Do consumers’ eWOM responses towards B2C messages relate to their eWOM responses towards the company? An analysis of 169 usable questionnaires reveals that marketing messages, as compared to conversational messages, can evoke stronger eWOM responses towards the messages and stronger eWOM responses towards the company that initiated the messages. Meanwhile, consumers’ eWOM responses towards a B2C message on Facebook are positively related to their eWOM responses towards the company that initiated the message (consistent for four types of messages/simulations). The findings add additional insight to literature and can help hospitality managers develop better marketing communication strategies on Facebook.
關鍵字 Facebook;Marketing;Communications;Word of Mouth;Business-to-Consumer
語言 en_US
收錄於
會議性質 國際
校內研討會地點 無
研討會時間 20160619~20160619
通訊作者
國別 USA
公開徵稿
出版型式
出處 iHITA 2016 Annual Conference Proceedings
相關連結

機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/108067 )