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What Motivates Online Shoppers to “Like” Brands' Facebook Fan Pages?
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Author(s): Mohammad Hatim Abuljadail (Bowling Green State University, USA), Louisa Ha (Bowling Green State University, USA), Fang Wang (Bowling Green State University, USA)and Liu Yang (Bowling Green State University, USA)
Copyright: 2015
Pages: 15
Source title:
Human Behavior, Psychology, and Social Interaction in the Digital Era
Source Author(s)/Editor(s): Anabela Mesquita (CICE – ISCAP/Polytechnic of Porto, Portugal & Algoritmi Centre, Minho University, Portugal)and Chia-Wen Tsai (Ming Chuan University, Taiwan)
DOI: 10.4018/978-1-4666-8450-8.ch014
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Abstract
Brands' Facebook fan pages have been frequently used as a marketing tool to reach to more individuals; however, Facebook users' motivations to participate in those fan pages are still unclear. This paper investigates the motives that stimulate online shoppers to “like” brands' Facebook fan pages. This study is interested in knowing if online shoppers' proclivity to “like” brands' Facebook fan pages is based on their hedonic or utilitarian motivations. The authors propose a model based on hedonic and utilitarian motivations and uses and gratifications theoretical framework. An online survey was conducted among college students who shopped online in Northwest Ohio (N=198). The findings show that utilitarian motivations have positive significant relationships with “liking” brands' Facebook fan pages.
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