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How Does a Social Network Site Fan Page Influence Purchase Intention of Online Shoppers: A Qualitative Analysis

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  • Kevin K.W. Ho

    (School of Business and Public Administration, University of Guam, Mangilao, Guam)

  • Eric W.K. See-To

    (Department of Industrial and Systems Engineering,Hong Kong Polytechnic University, Hunghom, Hong Kong)

  • Gloria T.C. Chiu

    (Department of Industrial and Systems Engineering, Hong Kong Polytechnic University, Hunghom, Hong Kong)

Abstract

This research revisited how fan pages in the social network site created by online merchants affects the purchase intention of online shoppers using qualitative research methods. Through fine-tuning the research model developed by Jahn and Kunz (2012) which is grounded on the Uses and Gratifications Theory, the authors conducted a qualitative study through interviewing consumers who participated in fan pages. Based on their responses in the interviews, the authors reconfirmed that content-oriented needs and social interaction value of relationship-oriented needs had positive impacts on fan page usage intensity and fan page engagement, respectively. Plus, the authors discovered that content-oriented needs had a positive impact on fan page engagement. The theoretical contributions, managerial implications of this study are also discussed.

Suggested Citation

  • Kevin K.W. Ho & Eric W.K. See-To & Gloria T.C. Chiu, 2013. "How Does a Social Network Site Fan Page Influence Purchase Intention of Online Shoppers: A Qualitative Analysis," International Journal of Social and Organizational Dynamics in IT (IJSODIT), IGI Global, vol. 3(4), pages 19-42, October.
  • Handle: RePEc:igg:jsodit:v:3:y:2013:i:4:p:19-42
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