Building Brand Loyalty through a Facebook Fan Page in the Hotel Industry: Exploring the Moderating Role of Gender

다국어 초록 (Multilingual Abstract)

We identify what “perceived value” factors influence consumers’ “attitude toward a hotel Facebook fan page”, test the impact of consumers’ attitude and revisit intention to the fan page on brand loyalty, and evaluate gender’s moderating effect on the relationships between the multi-dimensions of perceived value and consumers’ attitude toward a Facebook fan page. A total of 422 usable data were collected using an online survey, and the hypotheses were tested using structural equation modeling. The results indicate consumers’ functional, hedonic, and self-expression values have significant impacts on the attitude toward a Facebook fan page; on the other hand, social interaction value is not significant. In addition, gender notably moderates the relationships between the four values and consumers’ attitude toward a Facebook fan page. We suggest ways to improve consumers’ attitude toward a Facebook fan page and brand loyalty utilizing Facebook fan pages as a social marketing and communication tool.

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