Browse > Article
http://dx.doi.org/10.5392/IJoC.2014.10.4.038

The Effects of Interaction Experience and Product Involvement on Decision Making of Purchase: The Corporate Facebook Page  

Shin, Dong-Hee (Department of Interaction Science Sungkyunkwan University)
Kang, Sunghyun (Department of Interaction Science Sungkyunkwan University)
Publication Information
International Journal of Contents / v.10, no.4, 2014 , pp. 38-47 More about this Journal
Abstract
Recently, with the development of technology, social network service (SNS) has become a hot topic. Lots of companies are now making online marketing strategy to promote their products and brand identities using SNS. Through these strategies, companies can produce more profit as well as make better brand images by performing online public relations. Among the SNSs, Facebook has a lot of users, it has been regarded by companies as a suitable platform with respect to online marketing for latent customers. The companies of today typically have at least one account and a Facebook page, and constantly make relationships with customers. However, companies have been thoughtless in this process, and usually provide information to customers through one-way communication. Based on this phenomenon, a study was conducted herein on how to use Facebook pages for promoting products and brand identities, keeping good relationships between companies and customers. This study assumed that the types of interaction on Facebook pages and user involvement are the key factors affecting decision making of purchase. Four types of Facebook pages which were made virtually were used in analysis with 56 participants who were selected for the experiment. The results indicated partial verification of the hypothesis. Particularly, product involvement had an effect on decision making of purchase in all conditions. According to these results, it can be explained that there are close relationships between the psychological status of online behaviors and Facebook corporate pages. In addition, through linear tendency of this phenomenon, this can infer how to setup a positive relationship with latent customers and make improve brand images of products.
Keywords
Interaction Experience; Product Involvement; Decision Making of Purchase; Facebook Page; Relationship Marketing;
Citations & Related Records
연도 인용수 순위
  • Reference
1 S. R. Hiltz, K. Johnson, and M. Turoff, "Experiments in group decision making communication process and outcome in face-to-face versus computerized conferences," Human Communication Research, vol. 13(2), 1986, pp. 225-252.   DOI   ScienceOn
2 L. C. Tidwell and J. B. Walther, "Computer-mediated communication effects on disclosure, impressions, and interpersonal evaluations: Getting to know one another a bit at a time." Human Communication Research, vol. 28(3), 2002, pp. 317-348.   DOI   ScienceOn
3 M. Lea and R. Spears, "Paralanguage and social perception in computer-mediated communication," Journal of Organizational Computing and Electronic Commerce, vol. 2(3-4), 1992, pp. 321-341.   DOI
4 A. N. Joinson, "Self-disclosure in computer mediated communication: The role of self awareness and visual anonymity," European Journal of Social Psychology, vol. 31(2), 2001, pp. 177-192.   DOI   ScienceOn
5 A. Chester and G. Gwynne, "Online teaching: Encouraging collaboration through anonymity," Journal of Computer-Mediated Communication, vol. 4(8), 1998.
6 J. L. Gibbs, N. B. Ellison, and R. D. Heino, "Self-presentation in online personals: The role of anticipated future interaction, self-disclosure, and perceived success in Internet dating," Communication Research, vol. 33, 2006, pp. 1-26.
7 D. Shin, "3DTV as a social platform for communication and interaction," Information Technology and People, vol 25(1), 2012, pp. 55-80.   DOI   ScienceOn
8 P. LaPointe, "Measuring Facebook's impact on marketing," Journal of Advertising Research, vol. 52(3), 2012, pp. 286-287.   DOI
9 K. Nelson-Field, E. Riebe, and B. Sharp, "What's not to "Like?"," Journal of Advertising Research, vol. 52(2), 2012, pp. 262-269.   DOI
10 C. H. Ku, K. M. Choi, and D. B. Jeong, Facebook business, Thesoup, 2011.
11 T. Kim and D. Shin, "Social media marketing in a smart media environment," Asian Journal of Information and Communications, vol. 5(2), 2014, pp. 53-59
12 K. Y. Lin and H. P. Lu, "Intention to continue using Facebook fan pages from the perspective of social capital theory," Cyberpsychology, Behavior, and Social Networking, vol. 14(10), 2011, pp. 565-570.   DOI   ScienceOn
13 J. Owyang, C. Tran, and A. Webber, The 8 success criteria for Facebook page marketing, 2010.
14 L. Harris and C. Dennis, "Engaging customers on Facebook: Challenges for e retailers," Journal of Consumer Behavior, vol. 10(6), 2011, pp. 338-346.   DOI   ScienceOn
15 B. Debatin, J. P. Lovejoy, A. K. Horn, and B. N. Hughes, "Facebook and online privacy: Attitudes, behaviors, and unintended consequences," Journal of Computer Mediated Communication, vol. 15(1), 2009, pp. 83-108.   DOI
16 C. H. Cho and J. D. Leckenby, Interactivity as a measure of advertising effectiveness. In Proceedings of the American Academy of Advertising, Gainesville: University of Florida, 1999, pp. 162-179.
17 S. J. McMillan and J. S. Hwang, "Measures of perceived interactivity: An exploration of the role of direction of communication, user control, and time in shaping perceptions of interactivity," Journal of Advertising, vol. 31(3), 2002, pp. 29-42.   DOI   ScienceOn
18 D. Shin, "User experience in social commerce: In friends we trust," Behavior and Information Technology, vol. 32(1), 2013, pp. 52-67.   DOI
19 R. E. Petty and J. T. Cacioppo, The elaboration likelihood model of persuasion, Springer New York, 1986, pp. 1-24.
20 B. Mittal, "Measuring Purchase-decision involvement," Psychology & Marketing, vol. 6(2), 1989, pp. 147-162.   DOI
21 C. Gronroos, "Relationship marketing: the Nordic School perspective," Handbook of Relationship Marketing, vol. 1, 2000, pp. 95-117.
22 L. L. Berry, "Relationship marketing of services: Growing interest, emerging perspectives," Journal of the Academy of marketing science, vol. 23(4), 1995, pp. 236-245.   DOI   ScienceOn
23 E. Gummesson, "Relationship marketing in the new economy," Journal of Relationship Marketing, vol. 1(1), 2002, pp. 37-57.   DOI   ScienceOn
24 R. Priluck, "Relationship marketing can mitigate product and service failures," Journal of Services Marketing, vol. 17(1), 2003, pp. 37-52.   DOI   ScienceOn
25 K. Tollin, "Customization as a business strategy: A barrier to customer integration in product development?," Total Quality Management, vol. 13(4), 2002, pp. 427-439.   DOI   ScienceOn
26 H. J. Kwon, "Effects Interactivity on the Web Advertising," Korean Society for Journalism & Communication Studies, vol. 42(3), 1998, pp. 38-65.
27 C. H. Cho, How advertising works on the WWW: Modified elaboration likelihood model," Journal of Current Issues & Research in Advertising, vol. 21(1), 1999, pp. 34-50.   DOI
28 P. J. Kitchen and I. Burgmann, Integrated marketing communication, John Wiley & Sons, Ltd., 2004.
29 G. E. Belch, M. A. Belch, G, F. Kerr, and I. Powell, Advertising and promotion: An integrated marketing communications perspective, Mcgraw-Hill, 2008.
30 M. D. Smith and E. Brynjolfsson, "Consumer decision making at an Internet shopbot: Brand still matters," The Journal of Industrial Economics, vol. 49(4), 2001, pp. 541-558.
31 J. S. Hwang and S. J. Doh, "Development and validation of scale to measure user-to-user interactivity with online brand community," The Korean Journal of Advertising, vol. 22(4), 2011, pp. 203-230.
32 P. Butler, and J. Peppard, "Consumer purchasing on the Internet: Processes and prospects," European Management Journal, vol. 16(5), 1998, pp. 600-610.   DOI   ScienceOn
33 W. D. Hoyer and S. P. Brown, :Effects of brand awareness on choice for a common, repeat-purchase product," Journal of Consumer Research, vol. 17(2), 1990, pp. 141-148.   DOI   ScienceOn
34 E. K. Macdonald, and B. M. Sharp, "Brand awareness effects on consumer decision making for a common, repeat purchase product: A Replication," Journal of Business Research, vol. 48(1), 2000, pp. 5-15.   DOI   ScienceOn
35 D. Shin and Y. J. Shin, "Why do people play social network games?," Computers in Human Behavior, vol. 27(2), 2011, pp. 852-861.   DOI   ScienceOn
36 J. L. Zaichkowsky, "The personal involvement inventory: Reduction, revision, and application to advertising," Journal of Advertising, vol. 23(4), 1994, pp. 59-70.
37 E. A. Park, "Effects of the direction of online reviews on purchase decision: The role of product type and brand reputation," The Korean Journal of Advertising, vol.18(5), 2007, pp. 7-22.
38 K. M. Choi, Y. J. Jong, and J. H. Lee, Making a facebook page, Hanbit Media, 2013.
39 N. B. Ellison, "Social network sites: Definition, history, and scholarship," Journal of Computer Mediated Communication, vol. 13(1), 2007, pp. 210-230.   DOI
40 O. Kwon and Y. Wen, "An empirical study of the factors affecting social network service use,". Computers in Human Behavior, vol. 26(2), 2010, pp. 254-263.   DOI   ScienceOn
41 Socialbakers, South Korea Facebook Statistics, Apr. 2014, http://www.socialbakers.com/facebook-statistics/southkorea.
42 A. R. Lee and K. K. Kim, "The effects of customers' interaction experiences in the corporate SNSs on customer trust in the corporate," In Proceeding of the 2013 Autumn Conference on the Korea Society of Management Information Systems, 2013, pp. 805-810.
43 S. W. Hwang, "How Korean Top 100 companies use social network services: An analysis of relationship cultivation strategies, message topics, and posting Types," Studies of Broadcasting Culture, vol. 25(1), 2013, pp. 235-273.
44 H. W. Shin, I. H. Choi, J. Y. Yum, and S. H. Jeong, "Effect of marketer self-disclosure and user involvement in corporate facebook," Cybercommunication Academic Society, vol. 30(3), 2013, pp. 41-78.
45 L. De Vries, S. Gensler, and P. S. Leeflang, "Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing," Journal of Interactive Marketing, vol. 26(2), 2012, pp. 83-91.   DOI   ScienceOn
46 C. Holmes, "AID comes to the aid of marketing management," European Journal of Marketing, vol. 14(7), 1980, pp. 409-413.   DOI
47 R. H. Evans, "Customers' involvement and the replacement cycle," Psychological reports, vol. 72(3c), 1993, pp. 1087-1090.   DOI
48 K. Gronhaug, "Exploring consumer complaining behavior: a model and some empirical results," Advances in Consumer Research, vol. 4(1), 1977, pp. 159-165.
49 J. B. Walther, "Computer-mediated communication: impersonal, interpersonal, and hyperpersonal interaction," Communication Research, vol. 23(1), 1996, pp. 3-43.
50 R. L. Daft and R. H. Lengel, Information richness: A new approach to managerial behavior and organization design (No. TR-ONR-DG-02), Texas A & M University, College of Business Administration, 1983.
51 R. Poynter, "Facebook: The future of networking with customers," International Journal of Market Research, vol. 50(1), 2008, pp. 11-14.