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研究生： 鄒雅靜
Jaewtrakul, Jiravara
論文名稱： Investigating Different Types of Global Brands Facebook Page toward Attitude toward the Sites, Intention to Participate and Participation Behavior: An Experimental Study of Facebook Users in Thailand
Investigating Different Types of Global Brands Facebook Page toward Attitude toward the Sites, Intention to Participate and Participation Behavior: An Experimental Study of Facebook Users in Thailand
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
Institute of International Management
論文出版年： 2014
畢業學年度： 102
語文別： 英文
論文頁數： 109
外文關鍵詞： Facebook, Facebook brand page, People talking about this feature, Expectancy-value theory, Globalize page, Localize page, Glocalize page, Revised hierarchical model, Electronic word of mouth, Herding behavior, Attitude toward the sites, Intention o participate, Participation behavior
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    • This experimental study focused on the main effect of different types of Facebook brand pages, and number of people talking about this on Thai Facebook users’ attitude toward the sites, intention to participate, and participation behavior in three industries including food and beverages industry, personal care product industry and sport industry. The experiment was conducted on Facebook and respondents are all Thai Facebook users. Questionnaires were conduct online using Thai language. The researcher selected 13 different brands from three types of Facebook pages in three industries to use in this experimental study. ANOVA and others analysis methods were employed to test the proposed model. Findings show that types of Facebook brand pages have significant impact on attitude toward the sites, while number of people talking about this did not have affect on users’ attitude toward the sites. Attitude toward the sites positively influence intention to participate. Likewise, intentions to participate also positively influence participation behavior. Lastly, additional findings and managerial contributions will also be discussed in the final chapter.

    ABSTRACT I ACKNOWLEDGEMENTS II TABLE OF CONTENTS III LIST OF TABLES IX LIST OF FIGURES XI CHAPTER ONE INTRODUCTION 1 1.1 Research Background and Motivation. 1 1.2 Research Objectives and Contribution. 4 1.3 Research Project and Scope of Study. 5 1.4 Research Procedure. 6 CHAPTER TWO LITERATURE REVIEW 8 2.1 Expectancy-Value Theory. 8 2.2 Facebook Brand Page. 9 2.2.1 Globalize Page. 10 2.2.2 Localize Page. 11 2.2.3 Glocalize Page. 12 2.2.4 The Revised Hierarchical Model (RHM). 14 2.2.5 Glocalization Concept. 15 2.3 Social Networks. 15 2.3.1 People Talking about this Feature. 17 2.3.2 Electronic Word of Mouth. 17 2.3.3 Herd Behavior. 18 2.4 Attitude toward the Sites. 19 2.5 Intention to Participate. 20 2.6 Participation Behavior. 20 2.7 Industry. 21 2.7.1 Food and Beverage Industry. 21 2.7.2 Personal Care Products Industry. 22 2.7.3 Sport Industry. 22 2.8 Experimental Location. 23 2.8.1 The Introduction to Thailand. 23 2.9 Interrelationship of Constructs. 25 2.9.1 Interrelationship between Types of Facebook Pages and Attitude toward the Sites. 25 2.9.2 Interrelationship between People Talking about this and Attitude toward the Sites. 26 2.9.3 Interrelationship between Attitude toward the Sites and Intention to Participate. 27 2.9.4 Interrelationship between Intention to Participate and Participating Behavior. 28 CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 29 3.1 Research Design. 29 3.2 Social Network Analysis and Identify. 31 3.3 Manipulation Check. 33 3.4 Stimuli Development. 34 3.5 Experimental Procedure. 34 3.6 Measures of Dependent Variables, Control Variables and Respondents’ Personal Information. 37 3.6.1 Attitude toward the Sites. 37 3.6.2 Intention to Participate. 37 3.6.3 Participating Behavior. 38 3.6.4 Brand Involvement and Brand Loyalty. 39 3.6.5 Facebook Intensity. 39 3.6.6 Personal Information of Respondents. 40 3.7 Sampling Plan. 40 3.8 Data Analysis Procedure. 41 3.8.1 Descriptive Statistical Analysis. 41 3.8.2 Factor Analysis. 41 3.8.3 Reliability Analysis. 41 3.8.4 Analysis of Variance (ANOVA). 42 3.8.5 Regression Analysis. 42 CHAPTER FOUR RESEARCH RESULTS AND FINDING 43 4.1 Descriptive Analysis. 43 4.1.1 Data Collection. 43 4.1.2 Characteristics of Respondents. 44 4.1.3 Measurement Results for Relevant Research Variables. 45 4.2 Factor Analysis and Reliability Test. 48 4.3 Manipulation Check in Main Experiment. 49 4.4 Analysis of Variance among Research Variance. 51 4.4.1 Descriptive Statistics for Attitude toward the Sites for Industries (ANOVA). 51 4.4.2 Descriptive Statistics for Attitude toward the Sites for People Talking about this (ANOVA). 53 4.4.3 ANOVA of Overall’ Respondents. 54 4.4.4 Estimated Marginal Means of Attitude toward the Sites for Food and Beverages Industry. 56 4.4.5 Estimated Marginal Means of Attitude toward the Sites for Personal Care Product Industry. 58 4.4.6 Estimated Marginal Means of Attitude toward the Sites for Sport Industry. 61 4.4.7 Result of Univariate Analysis of Variance for Brand Loyalty. 62 4.5 Regression Analysis for the Relationship between Dependent Variables. 63 CHAPTER FIVE CONCLUSION 65 5.1 Research Conclusion. 65 5.2 Research Discussion and Implications. 66 5.2.1 Theoretical Implication. 66 5.2.2 Managerial Implication. 69 5.3 Research Limitations and Suggestion for Future Studies. 70 REFERENCES 72 APPENDICES 78 Appendix1: Questionnaire for Main Experiment for Pepsi Facebook brand page 78 Appendix 2 : Questionnaire for Main Experiment for Heineken Facebook brand page 85 Appendix 3 : Questionnaire for Main Experiment for Lay’s Facebook brand page 86 Appendix 4 : Questionnaire for Main Experiment for McDonald Facebook brand page 88 Appendix 5 : Questionnaire for Main Experiment for Nescafe Facebook brand page 89 Appendix 6 : Questionnaire for Main Experiment for Lipton Facebook brand page 90 Appendix 7 : Questionnaire for Main Experiment for Dior Facebook brand page 91 Appendix 8 : Questionnaire for Main Experiment for Colgate Facebook brand page 92 Appendix 9 : Questionnaire for Main Experiment for Watson Facebook brand page 93 Appendix 10 : Questionnaire for Main Experiment for Boots Facebook brand page 94 Appendix 11 : Questionnaire for Main Experiment for Dove Facebook brand page 96 Appendix 12 : Questionnaire for Main Experiment for Vaseline Facebook brand page 97 Appendix 13 : Questionnaire for Main Experiment for Adidas Facebook brand page 98 Appendix 14: Pepsi Facebook brand page (Globalize page) (High number of people talking about this + High number of like) 99 Appendix 15: Heineken Facebook brand page (Globalize page) (Low number of people talking about this + Low number of like) 100 Appendix 16: Lay’s Thailand (Localize page) (High number of people talking about this + High number of like) 101 Appendix 17: McDonald’s Thailand Facebook brand page (Localize page) (Low number of people talking about this + Low number of like) 103 Appendix 18: Nescafe Facebook brand page (Glocalize page) (High number of people talking about this + High number of like) 104 Appendix 19: Lipton Facebook brand page (Glocalize page) (Low number of people talking about + Low number of like) 105 Appendix 20: Dior Facebook brand page (Globalize) (High number of people talking about this + High number of like) 106 Appendix 21: Colgate Facebook brand page (Globalize page) (Low number of people talking about this + Low number of like) 107 Appendix 22: Watson Thailand Facebook brand page (Localize page) (High number of people talking about this + High number of like) 108 Appendix 23: Boots Thailand Facebook brand page (Localize page) (Low number of people talking about + Low number of like) 109 Appendix 24: Dove Facebook brand page (Glocalize page) (High number of people talking about this + High number of like) 110 Appendix 25: Vaseline Facebook brand page (Glocalize page) (Low number of people talking about this + Low number of like) 111 Appendix 26: Adidas Facebook brand page (Glocalize page) 112

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