CHAPTER 4: RESEARCH RESULTS
4.4 A NALYZED RESULTS OF STAGE THREE : LONGITUDINAL ANALYSIS OF ENTERPRISES FAN PAGES IN T AIWAN
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Table 4.3-21. Linear regression results between fan numbers and total revenue of the automobile industry
R .355(a)
R square .126
Adjusted R2 .100
Standard error 29541464644.42721
R square change .126
F change 4.891
Degree of freedom of numerator 1
Degree of freedom of denominator 34
Significance of F change .034
Durbin-Watson 1.319
4.4 Analyzed results of stage three: longitudinal analysis of enterprises fan pages in Taiwan
Except for the 58 global cases mentioned above, we also made a study of four industries in Taiwan, and we collected monthly public data of four industries (airlines, telecommunications, banking and convenience store) from April 2010 to December 2012. These data were issued by government supervisors or official websites, the Civil Aeronautics Administration for the airlines, the National Communication Commission for telecommunications industry and Financial Supervisory Commission for banking credit-card services. We use Pearson correlation coefficient and coefficient of determination as our key judgment on verifying our hypotheses. For the airline industry, we selected China Airlines and TransAsia Airways as our study objects; for telecommunications, we selected Chunghwa Telecom, Taiwan Mobile and Far EasTone Telecommunication; for banking credit-card services, we chose Union Bank of Taiwan, Taishin Bank, Chinatrust, and the Bank of Taiwan.
4.4.1 The fan-page effect by total revenue of the telecommunication industry in Taiwan
We analyze the relationship between fan numbers and revenue, and the mean value and standard error are listed in the Table 4.4-1 below.
Table 4.4-1. Analysis description of the fan-page effect by total revenue of the telecommunication industry in Taiwan
Mean Standard Error Numbers
Total revenue 2087754.1061 2970277.73431 66
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Fan numbers 13111.1818 14715.08121 66
The Pearson correlation here is 0.325 smaller than 0.5, thus the relationship between fan numbers and total revenue in the telecommunication industry is related low.
Table 4.4-2. Correlation coefficients between fan numbers and total revenue in the telecommunication industry in Taiwan
Total Revenue Fan Numbers
Pearson correlation Total revenue 1.000 .325**
Fan numbers .325** 1.000
Significance (single tail)
Total revenue . .004
Fan numbers .004 .
Numbers Total revenue 66 66
Fan numbers 66 66
**p < 0.01
The adjusted R square is 0.091, which means the percentage of fan numbers leading to total revenue is 9.1%. This very low number shows that there is no significant relationship between the two variables in these industries.
Table 4.4-3. Linear regression results between fan numbers and total revenue of the telecommunications industry in Taiwan
R .325(a)
R square .105
Adjusted R2 .091
Standard error 2831267.80665
R square change .105
F change 7.539
Degree of freedom of numerator 1
Degree of freedom of denominator 64
Significance of F change .008
4.4.2 The fan-page effect by total revenue of the airline industry in Taiwan
We have China Airlines and TransAsia Airways as our cases in the airline industry. We made an analysis on fan numbers, total revenue, and total customers, and the results are introduced in this section.
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There are 44 records to be analyzed, and the mean value and standard error are listed below.
Table 4.4-4. Analysis description of the fan-page effect by total revenue of the airline industry in Taiwan
Mean Standard Error Numbers
Total revenue 6061510.7045 5420057.67905 44
Fan numbers 9030.7727 9687.57851 44
The Pearson correlation is 0.678, which means there is a strong, positive relationship between fan numbers and total revenue in the airline industry.
Table 4.4-5. Correlation coefficients between fan numbers and total revenue in the airline industry in Taiwan
Total Revenue Fan Numbers
Pearson correlation Total revenue 1.000 .678***
Fan numbers .678*** 1.000
Significance (single tail)
Total revenue . .000
Fan numbers .000 .
Numbers Total revenue 44 44
Fan numbers 44 44
***p<0.001
The adjusted R square is 0.447, which means 44.7% of the fan numbers led to total revenue.
Table 4.4-6. Linear regression results between fan numbers and total revenue of the airline industry in Taiwan
R .678(a)
R square .459
Adjusted R2 .447
Standard error 4032086.23849
R square change .459
F change 35.699
Degree of freedom of numerator 1
Degree of freedom of denominator 42
Significance of F change .000
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4.4.3 The fan-page effect by total revenue of the banking industry in Taiwan
In the banking industry, we collected a different type of indicators from the Union Bank of Taiwan, Taishin Bank, Chinatrust, and the Bank of Taiwan to perform the statistical analysis, and the results help us to verify hypothesis one.“Transaction Amt.Cred" is the amount of the credit-card transaction issued by the banking institution and it is a important indicator for total revenue. The mean value and standard error are listed below in Table 4.4-7.
Table 4.4-7. Analysis description of the fan- page effect by total revenue of the banking industry in Taiwan
Mean Standard error Numbers
Transaction
Amt.Cred 10296059.8864 9147089.17442 88
Fan numbers 22056.4432 37930.42592 88
The Pearson correlation is 0.567, which means the relationship between the fan numbers and transaction amt. cred is related strong and positive.
Table 4.4-8. Correlation coefficients between fan numbers and total revenue in banking industry in Taiwan
Transaction Amt.Cred
Fan Numbers
Pearson correlation Transaction
Amt.Cred 1.000 .567***
Fan numbers .567*** 1.000
Significance (single tail)
Transaction
Amt.Cred . .000
Fan numbers .000 .
Numbers Transaction
Amt.Cred 88 88
Fan numbers 88 88
***p<0.001
The adjusted R square is 0.270, which means that 31.4% of the fan numbers led to transaction Amt.Cred.
Table 4.4-9. Linear regression results between fan numbers and total revenue of the banking industry in Taiwan
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R .567(a)
R square .322
Adjusted R2 .314
Standard error 7575936.78236
R square change .322
F change 40.827
Degree of freedom of numerator 1
Degree of freedom of denominator 86
Significance of F change .000
4.4.4 The fan-page effect by total revenue of the convenience-store industry in Taiwan
In the convenience-store industry (CVS), we took 7 ELEVEN and Family Mart as our research targets, analyzed the relationship between the fan numbers and total revenue, and the results are showed below.
Table 4.4-10. Analysis description of the fan-page effect by total revenue of the CVS industry in Taiwan
Mean Standard Error Numbers
Total revenue 7026982.0238 3205703.45216 42
Fan numbers 671426.2381 530406.84959 42
The Pearson correlation in the CVS industry is 0.863 bigger than 0.5, which means there is a significant positive relationship between fan numbers and total revenue in this industry.
Table 4.4-11. Correlation coefficients between fan numbers and total revenue in the CVS industry in Taiwan
Total revenue Fan Numbers
Pearson correlation Total revenue 1.000 .863***
Fan numbers .863*** 1.000
Significance (single tail)
Total revenue . .000
Fan numbers .000 .
Numbers Total revenue 42 42
Fan numbers 42 42
***p<0.001
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The adjusted R square is 0.739, which means that 73.9% of the fan numbers led to total revenue.
Table 4.4-12. Linear regression results between fan numbers and total revenue of the CVS industry in Taiwan
R .863(a)
R square .746
Adjusted R2 .739
Standard error 1636984.18879
R square change .746
F change 117.232
Degree of freedom of numerator 1
Degree of freedom of denominator 40
Significance of F change .000