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研究生： 陳浩建
Tantisuwat, Rachot
論文名稱： The Effect of Like, Product Involvement, and Web Localization on Thai Internet User’s Attitudes: An Experimental Study of Facebook Community Page
The Effect of Like, Product Involvement, and Web Localization on Thai Internet User’s Attitudes: An Experimental Study of Facebook Community Page
指導教授： 陳正忠
Chen, Jeng Chung
學位類別： 碩士
Master
系所名稱： 管理學院 - 國際經營管理研究所碩士班
Institute of International Management (IIMBA--Master)
論文出版年： 2011
畢業學年度： 99
語文別： 英文
論文頁數： 118
外文關鍵詞： Electronic word of mouth, Web localization, Product involvement, Attitude toward the community page, Attitude toward the advertising, Facebook, Community pages, iPhone, and Blackberry
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    • The main objective of the experimental study is to investing the effect of like button in Facebook community page by using three factors which are (1) type of people liked – a. community pages with people liked b. community pages without people liked (2) product involvement indicated by using high and low involvement product on mobile application, and (3) web localization by using a different language content on advertising. And dependent variables are the attitude toward the community page and attitude toward the advertising. All of experimental procedures are controlled in Facebook and the respondents are also people who are using iPhone and Blackberry from the existing mobile community pages. Questionnaires were administrated online only for Thailand Facebook users. Researcher provided 16 different kind of stimuli community page on Facebook, so that respondents (320) fill in answers to all questions depending on their mobile usage preference and experience. MANOVA was employed to test the proposed model. The results suggest that community page with people like have capability to decrease user’s risk perception (perceived risk) and have possibility to gain more attitudes of Internet users.

    ACKNOWLEDGEMENTS I ABSTRACT II TABLE OF CONTENTS III LIST OF TABLES VIII LIST OF FIGURES XII CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivation. 1 1.2 Research Objective and Contributions. 6 1.3 Research Project and Scope of Study. 7 1.4 Research Procedure. 8 1.5 The Structure of this Study. 9 CHAPTER TWO LITERATURE REVIEW 11 2.1 Social Network. 11 2.2 People Like. 13 2.2.1 Electronic Word-Of-Mouth. 13 2.2.2 Herd Behavior. 15 2.3 Product Involvement. 16 2.3.1 Elaboration Likelihood Model. 18 2.4 Web Localization. 19 2.4.1 Localization or Standardization. 20 2.4.2 The Revised Hierarchical Model. 22 2.4.3 Web Localization. 24 2.5 Experimental Location. 25 2.5.1 The Introduction of Thailand. 25 2.6 Attitude Toward the Community Page. 26 2.7 Attitude Toward the Advertising. 28 2.8 Interrelationship among Research Constructs. 29 2.8.1 Relationship between Like and Internet Users’ Attitudes. 29 2.8.2 Relationship between Product Involvement and Internet Users’ Attitudes. 31 2.8.3 Relationship between Web Localization and Internet Users’ Attitudes. 32 2.8.4 Relationship between Attitude Toward the Community Page and Attitude Toward the Advertising. 33 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 35 3.1 Research Design. 35 3.2 Social Network Analysis and Identify. 38 3.3 Manipulation Check. 39 3.4 Pretest of Product Involvement. 41 3.5 Stimuli Development and Control Variables. 44 3.5.1 Stimuli Development. 44 3.6 Experimental Procedures. 47 3.7 Sampling Plan. 48 3.8 Measures of Dependent Variables and Respondents’ Personal Information. 48 3.8.1 Attitude Toward the Community Page. 48 3.8.2 Attitude Toward the Advertising. 49 3.8.3 Personal Information of Respondents. 50 3.9 Data Analysis Procedure. 50 3.9.1 Descriptive Statistical Analysis. 50 3.9.2 Factor Analysis. 51 3.9.3 Reliability Analysis. 51 3.9.4 Multivariate Analysis of Variance (MANOVA). 51 3.9.5 Regression Analysis. 52 CHAPTER FOUR DESCRIPTIVE AND RELIABILITY ANALYSIS 53 4.1 Descriptive Analysis. 53 4.1.1 Data Collection 53 4.1.2 Characteristic of the Respondents. 54 4.1.3 Manipulation Check in Main Experiment. 56 4.1.4 Measurement Results for Relevant Research Variables. 61 4.2 Factor Analysis and Reliability Test. 62 4.2.1 Attitude Toward the Community Page. 63 4.2.2 Attitude Toward the Advertising. 64 4.3 Multivariate Analysis of Variance among Research Variable. 64 4.3.1 MANOVA of iPhone Community Page. 65 4.3.2 MANOVA of Blackberry Community Page. 70 4.4 Findings: Research Hypothesis. 75 4.5 Regression Analysis for the Relationship between Dependent Variables. 81 4.6 Descriptive Analysis of Demographic Factor. 82 CHAPTER FIVE CONCLUSIONS AND SUGGESTIONS 84 5.1 Research Conclusion. 84 5.2 Research Discussions and Implications. 87 5.3 Research Limitations and Future Directions. 92 REFERENCES 95 APPENDICES 104 Appendix 1: Questionnaire for Main Experiment for iPhone users (Thai Version) on High Involvement. 104 Appendix 2: Questionnaire for Main Experiment for iPhone users (Thai Version) on Low Involvement. 105 Appendix 3: Questionnaire for Main Experiment for Blackberry users (Thai Version) on Low Involvement. 106 Appendix 4: Questionnaire for Main Experiment for Blackberry Users (Thai Version) on Low Involvement. 107 Appendix 5: Stimuli for iPhone Community Page – Gaming App. – Localized – Without People Liked. 111 Appendix 6: Stimuli for iPhone Community Page – Gaming App. – Localized – With People Liked. 111 Appendix 7: Stimuli for iPhone Community Page – Gaming App. – Standardized – Without People Liked. 112 Appendix 8: Stimuli for iPhone Community Page – Gaming App. Standardized – With People Liked. 112 Appendix 9: Stimuli for iPhone Community Page – Sport App. – Localized – Without People Liked. 113 Appendix 10: Stimuli for iPhone community page – Sport App. – Localized – With People Liked. 113 Appendix 11: Stimuli for iPhone community page – Sport App. – Standardized – Without People Liked. 114 Appendix 12: Stimuli for iPhone Community Page – Sport App. – Standardized – With People Liked. 114 Appendix 13: Stimuli for Blackberry Community Page – Gaming App. – Localized – Without People Liked. 115 Appendix 14: Stimuli for Blackberry Community Page – Gaming App. – Localized – With People Liked. 115 Appendix 15: Stimuli for Blackberry Community Page – Gaming App. – Standardized – Without People Liked. 116 Appendix 16: Stimuli for Blackberry Community Page – Gaming App. – Standardized – With People Liked. 116 Appendix 17: Stimuli for Blackberry Community Page – Chatting App. – Localized – Without People Liked. 117 Appendix 18: Stimuli for Blackberry Community page – Chatting App. – Localized – With People Liked. 117 Appendix 19: Stimuli for Blackberry Community Page – Chatting App. – Standardized – Without People Liked. 118 Appendix 20: Stimuli for iPhone Community Page – Chatting App. – Standardized – With People Liked. 118

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