Relationship Between Facebook Fan Page and Trust of Fans

摘要

This study explored the influence of fan pages on the fans' trust, and the changes in users' trust in fan pages through online interaction, communication and sharing. This study used online questionnaire and collected 231 valid samples. Among those, 158 respondents joined 1 to 50 fan pages (68.4%); 192 respondents joined these fan pages for more than one year (83.1%). Young and middle-aged users have higher degree of acceptance of the online community, most of the fan pages are design to attract young people. The most common type of fan page is about brands or commodities (122 people, 50.8%), followed by restaurants, stores or sightseeing spots (106 people, 44.2%). This study used stepwise regression to analyze the questionnaires. The results showed that community communication and sharing have a positive relationship with the trust of fan pages, and the influence of community interaction on the trust of fan pages is insignificant.