The influences of low-cost carrier’s fan page cues and participation on customer’s purchase behavior: The moderating effect of perceived risk

Abstract

The increasing number of users use Web 2 0 and social media so social media and its contents become more important especially when low-cost airlines need to use limited marketing resources Facebook fan pages can be a tool connect between consumers and brands Through past literature review and observation of relevant online environmental factors such as social responce theory this study identifies the positive impact of low-cost airline fan pages on humans and shows that anthropomorphic features have a positive impact on user participation and use SEM structural equations The model analyzes and verifies that "Social Interaction" "Visual appearance" "Brand attractives" are important features of Facebook fan pages and have a positive impact on users

Date of Award	2019
Original language	English
Supervisor	Kevin-P Hwang (Supervisor)