The impact of Online Social Media on Brand Loyalty - The Case of Facebook Fan Page

[[abstract]]近年來網路社群的快速發展，對於許多產業的行銷策略造成很大的影響，除了傳統通路之外，網路社群已成為各品牌必爭的戰場，臉書(Facebook)在近幾年崛起並成為大多數人使用的網路社群，粉絲專頁(Fan Page)為其內容物之一，各粉絲專頁或由廠商創立，或由其品牌忠誠者為其創立，在此平台上討論甚至評論該品牌產品或服務，本研究架構包含臉書粉絲專頁之資訊品質、品牌知識、品牌信任和品牌忠誠度，並採用260位臉書使用者來測試該模型。研究顯示，該平台上的資訊品質，與品牌知識、品牌信任和品牌忠誠度皆有顯著關係，此外，品牌知識為完全中介變數而品牌信任為部份中介變數。研究結果證明，產業創立高資訊品質的臉書粉絲專頁，對於品牌知識、品牌信任和品牌忠誠度皆有直接及間接的正面影響。[[abstract]]Due to the rapid development of online social media it has been influential in many industries’ marketing strategy Except for traditional distributions online social media has been essential for brands Facebook has become a primary option for most of people who use online social media and Fan Page is one of its contents Each Fan Page may be established by its industry or its brand loyalist and it provides a platform to discuss or even comment products/service of it brand In the present study a developed framework consists of four elements: information quality brand knowledge brand trust and brand loyalty The model is tested by employing a database of 260 Facebook users The result shows that there are significant relations among information quality brand knowledge brand trust and brand loyalty In addition as for the roles of brand knowledge and brand trust brand knowledge plays a role being as a full mediator and brand trust plays being as a partial mediator The outcome shows that they have directly or indirectly positive influences for industries to found Fan Pages with high information qualit