What factors influence millennials to like brand pages?

摘要

The purpose of this study is to investigate what factors influence young consumers to become fans of brand pages on social-networking sites and their intentions to purchase products or services from them. The data for this study were collected from college-age social media users using snowball sampling techniques. A modified Technology Acceptance Model (TAM) was used to examine the relationships between the constructs. The conceptual model was tested by using structural equation modeling. Perceived ease of use of social-networking sites and perceived usefulness of advertising on social-networking sites are significant predictors of attitudes. Both attitudes toward brand pages and social influence have positive impact on young consumers' intentions to join (IJ) brand pages. Becoming fans of brand pages also affect consumers' purchase intentions. This study provides marketers a better understanding of the effects of advertising informational values and peer influence on young consumers' IJ brand pages. Capitalizing on these effects, marketers can build more appealing and involving content to recruit and increase brand page fans.