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系統識別號 U0026-1608201218454100
論文名稱(中文) The Effect of Interactivity, Product Involvement, and Web Localization on Filipino Internet Users’ Attitudes: An Experimental Study on Facebook Page
論文名稱(英文) The Effect of Interactivity, Product Involvement, and Web Localization on Filipino Internet Users’ Attitudes: An Experimental Study on Facebook Page
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所碩士班
系所名稱(英) Institute of International Management (IIMBA--Master)
學年度 100
學期 2
出版年 101
研究生(中文) 蔡麗雪
研究生(英文) Rachelle Lao
學號 RA6997472
學位類別 碩士
語文別 英文
論文頁數 120頁
口試委員 指導教授-陳正忠
召集委員-林清河
口試委員-王鈿
中文關鍵字 none 
英文關鍵字 Facebook  Facebook Page  Interactivity  Wall post  Uses and gratifications theory  Product involvement  Elaboration likelihood model  Web localization  Revised hierarchical model  Markedness model  Attitude toward the page  Attitude toward the ad  Bilingual advertising 
學科別分類
中文摘要 none
英文摘要 This experimental study focused on the main and interaction effects of interactivity, product involvement and web localization on Filipino Internet users’ attitudes towards the Page and ad on Facebook Pages in the mobile telecommunications and airline industry in the Philippines. The experiment was conducted on Facebook and the respondents are Filipinos who are members of local airline and mobile telecommunications Facebook Pages in the Philippines. Findings show that variables in the same context interact with each other to influence attitudes. General results of the study show that interactivity has a direct effect towards the attitude towards the Page and an interaction between interactivity and product involvement will induce a more positive attitude towards the Page. It was also found that attitudes are different for each industry on the social network site Facebook. Industry specific findings and managerial contributions are further discussed in the research implications.
論文目次 ABSTRACT I
ACKNOWLEDGEMENTS 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 Objectives and Contributions. 9
1.3 Scope and Limitation of the Study. 10
1.4 Research Procedure. 11
1.5 Research Structure. 12
CHAPTER TWO LITERATURE REVIEW 14
2.1 Social Network Site. 14
2.2 Uses and Gratifications Theory (U&G). 17
2.2.1 Interactivity. 20
2.2.2 Wall post. 21
2.3 Product Involvement. 23
2.3.1 Elaboration Likelihood Model. 24
2.4 Web Localization. 25
2.4.1 The Revised Hierarchical Model (RHM). 26
2.5 Attitude toward the Page. 27
2.6 Attitude toward the Ad. 31
2.7 Interrelationship of Constructs. 32
2.7.1 Relationship between Interactivity and Attitudes. 32
2.7.2 Relationship between Product Involvement and Attitudes. 33
2.7.3 Relationship between Web Localization and Attitudes. 34
2.7.4 Relationship between Attitude towards the Page and Attitude towards the Ad. 37
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 39
3.1 Conceptual Framework. 39
3.2 Research Design. 40
3.3 Pretest for Interactivity and Product Involvement. 41
3.4 Manipulation Check. 44
3.4.1 Manipulation check for Interactivity. 44
3.4.2 Manipulation check for Product Involvement. 45
3.4.3 Manipulation check for Web Localization. 46
3.5 Stimuli Development. 46
3.6 Experimental Procedures. 48
3.7 Sampling Plan. 48
3.8 Measures of Dependent Variables and Respondents’ Personal Information. 49
3.8.1 Attitude towards the Page. 49
3.8.2 Attitude towards the Ad. 49
3.8.3 Personal Information of the Respondents. 50
3.9 Data Analysis Procedure. 50
3.9.1 Confirmatory Factor Analysis (CFA). 50
3.9.2 General Linear Modeling (GLM). 51
CHAPTER FOUR RESEARCH RESULTS AND FINDINGS 52
4.1 Descriptive Analysis. 52
4.1.1 Data Collection. 52
4.1.2 Respondents’ Characteristics. 52
4.1.3 Manipulation Check for the Actual Experiment. 54
4.1.4 Measurement Results for Relevant Research Variables. 57
4.2 Factor Analysis and Reliability Results. 59
4.2.1 Attitude toward the Page. 59
4.2.2 Attitude toward the Ad. 60
4.3 Hypothesis Testing. 62
4.3.1 General Linear Model (GLM) Results. 62
4.4 Regression Analysis for Control Variables. 71
CHAPTER FIVE CONCLUSIONS 73
5.1 Research Discussion and Implications. 73
5.1.1 Theoretical Implication. 74
5.1.2 Managerial Implication. 77
5.2 Research Limitations and Suggestions for Future Studies. 78
REFERENCES 82
APPENDICES 94
Appendix 1: Actual Sample of Localized Page on Facebook Page 94
Appendix 2: Actual Sample of Standardize Page on Facebook Page 95
Appendix 3: Pre-test Questionnaire for Mobile Telecommunications Users 96
Appendix 4: Pre-test Questionnaire for Airline Users 98
Appendix 5: Questionnaire for the Actual Experiment- Mobile Telecommunications Users 99
Appendix 6: Questionnaire for the Actual Experiment- Airline Users 102
Appendix 7: Stimuli for Mobile Telecommunications Page – With Wall Post – High Product Involvement - Standardized 105
Appendix 8: Stimuli for Mobile Telecommunications Page – With Wall Post – High Product Involvement – Localized 106
Appendix 9: Stimuli for Mobile Telecommunications Page – With Wall Post – Low Product Involvement – Standardized 107
Appendix 10: Stimuli for Mobile Telecommunications Page – With Wall Post – Low Product Involvement – Localized 108
Appendix 11: Stimuli for Mobile Telecommunications Page – Without Wall Post – High Product Involvement – Standardized 109
Appendix 12: Stimuli for Mobile Telecommunications Page – Without Wall Post – High Product Involvement – Localized 110
Appendix 13: Stimuli for Mobile Telecommunications Page – Without Wall Post – Low Product Involvement – Standardized 111
Appendix 14: Stimuli for Mobile Telecommunications Page – Without Wall Post – Low Product Involvement – Localized 112
Appendix 15: Stimuli for Airline Page – With Wall Post – High Product Involvement – Standardized 113
Appendix 16: Stimuli for Airline Page – With Wall Post – High Product Involvement – Localized 114
Appendix 17: Stimuli for Airline Page – With Wall Post – Low Product Involvement – Standardized 115
Appendix 18: Stimuli for Airline Page – With Wall Post – Low Product Involvement – Localized 116
Appendix 19: Stimuli for Airline Page – Without Wall Post – High Product Involvement – Standardized 117
Appendix 20: Stimuli for Airline Page – Without Wall Post – High Product Involvement – Localized 118
Appendix 21: Stimuli for Airline Page – Without Wall Post – Low Product Involvement – Standardized 119
Appendix 22: Stimuli for Airline Page – Without Wall Post – Low Product Involvement – Localized 120
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