Why do you want to do "like", "comment" or "share" on Facebook: The Study of Antecedent on Facebook User's Behavioral Intentions

Heng-Hui Wu; Wei-Feng Lo
June 2014
Marketing Review / Xing Xiao Ping Lun;2014, Vol. 11 Issue 2, p107
Academic Journal
Facebook is quickly becoming one of the most popular tools for social communication. The purpose of the present study was to examine the antecedents of Facebook users' behavioral intentions and draw on social exchange theory to support the model. Data were collected from 414 undergraduate and EMBA students in one university in Taiwan. Participants were asked to fill out the questionnaire based on the newest one post on their Facebook wall that they had recently received. Results of LISREL suggested that the proposed theoretical model fitted the data well, indicating a support of the hypotheses. This study can assist managers to understand the factors relate to motivate people to click "like", "comment", and "share".


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