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Reason and reaction: The dual route of decision making process on social media usage: The case of hospitality brand fan pages.

机译：原因和反应：社交媒体使用决策过程的双重途径：酒店品牌粉丝页面。

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摘要

A new phenomenon on Facebook, resulting from social media revolution, is the emergence of numerous Facebook fan pages. This form of online brand community is an effective tool for building relationships with consumers. Many hospitality firms (i.e. restaurants) have captured the strength of a fan page because it can enhance brand attractiveness and draw consumer attention.;Little is known about the experiences and possible outcomes of consumers' intentions and willingness on Facebook fan pages. Previous studies on social networking sites have focused on the benefits or needs that members fulfill through participation. This research employed two theories from social psychology: the Theory of Reasoned Action (TRA) and the Prototype Willingness Model to understand the underlying dual processing of behavior on restaurant Facebook fan pages. To the author's knowledge, the two theories have never been combined together to comprehensively investigate consumers' behavior in hospitality industry. The aim of this research was to systematically understand the dual-route when people use restaurant Facebook fan pages with the theoretical support of the Theory of Reasoned Action (TRA) and the Prototype Willingness Model.;The present study investigated the conceptual model in the context of the restaurant Facebook fan pages. Data were collected from online surveys completed by 1131 students. This research performed the two-step structural equation modeling (SEM) approach. The first step involved confirmatory factor analysis (CFA), which was employed to validate the scales for the measurement of specific constructs proposed in the research model and SEM was used to test the conceptual model.;The results indicate that: (1) Fans decision-making is a dual route process, an intentional as well as an unintentional decision-making path. Therefore, both paths operate simultaneously. (2) This research reveals that the cognitive and affective components influence consumer attitude towards participation in restaurant Facebook fan pages. In particular, social interaction ties affect the most attitudes toward fan pages, followed by information source, design characteristics, and entertainment. (3) Attitude is a strong predictor of behavioral intention and behavioral willingness on Facebook Fan pages. (4) Subjective norms are significant and meaningful for consumers' intention and behavioral willingness towards these online communities. (5) The prototype image in the social reaction path is an important determinant of behavioral willingness toward restaurant fan pages. (6) Behavioral willingness and intentions towards fan pages create a positive change in the product purchase behavior of consumers indicating that members modify their consumption behaviors toward the brand because of their membership in the restaurant Facebook fan page.;The research is significant in both theory and practice. From the theoretical perspective, the study contributes substantially to the understanding of consumers' decision-making process on Facebook fan pages. From the practical perspective, the description of fans' cognitive and affective believes assist restaurant marketers and Facebook fan page designers in developing more effective fan pages.
机译：由于社交媒体革命，Facebook上的一种新现象是出现了众多Facebook粉丝页面。这种形式的在线品牌社区是建立与消费者关系的有效工具。许多酒店公司（例如饭店）可以利用粉丝专页的优势，因为它可以增强品牌吸引力并吸引消费者的注意力。;对Facebook粉丝专页上消费者意图和意愿的体验以及可能的结果知之甚少。先前在社交网站上的研究集中于成员通过参与实现的收益或需求。这项研究采用了来自社会心理学的两种理论：合理行动理论（TRA）和原型意愿模型，以了解餐厅Facebook粉丝页面上行为的潜在双重处理。据作者所知，这两种理论从未结合在一起来全面研究消费者在酒店行业的行为。这项研究的目的是在理性行动理论（TRA）和原型意愿模型的理论支持下，系统地理解人们使用餐厅Facebook粉丝页面时的双重途径。餐厅的Facebook粉丝页面。数据是从1131名学生完成的在线调查中收集的。这项研究执行了两步结构方程建模（SEM）方法。第一步涉及验证性因子分析（CFA），该方法用于验证研究模型中提出的特定结构的测量规模，而SEM用于概念模型的测试;结果表明：（1）粉丝决策决策是双路径过程，是有意还是无意的决策路径。因此，两条路径同时运行。 （2）该研究表明，认知和情感成分会影响消费者对餐厅Facebook粉丝页面参与的态度。尤其是，社交互动关系会影响大多数对粉丝页面的态度，其次是信息来源，设计特征和娱乐。 （3）态度是Facebook粉丝页面上行为意图和行为意愿的有力预测指标。 （4）主观规范对于消费者对这些在线社区的意图和行为意愿具有重要意义。 （5）社交反应路径中的原型图像是决定对餐厅粉丝页面的行为意愿的重要决定因素。 （6）粉丝页面的行为意愿和意图使消费者的产品购买行为发生了积极变化，表明成员由于其在餐厅Facebook粉丝页面中的成员身份而改变了其对品牌的消费行为。和练习。从理论上讲，该研究对理解Facebook粉丝页面上的消费者决策过程做出了巨大贡献。从实践的角度来看，对粉丝认知和情感信念的描述有助于餐馆营销人员和Facebook粉丝页面设计师开发更有效的粉丝页面。

著录项

  • 作者

    Manthiou, Aikaterini.;

  • 作者单位

    Iowa State University.;

  • 授予单位 Iowa State University.;
  • 学科 Business Administration Marketing.;Information Technology.;Web Studies.
  • 学位 Ph.D.
  • 年度 2012
  • 页码 101 p.
  • 总页数 101
  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

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