性別差異對旅遊類型Facebook粉絲團的發文形式偏好的影響 - 政大學術集成

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(1) . 國立政治大學資訊管理研究所碩士學位論文. 性別差異對旅遊類型 Facebook 粉絲團的發文形式偏好的影響 A study of the effect of gender difference on preferences in tourism Facebook fan page post 政治. 大. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i Un. v. 指導教授：張欣綠博士研究生：龔又嫻撰. 中華民國一Ｏ四年七月 .

(2) . A study of the effect of gender difference on preferences in tourism Facebook fan page posts ABSTRACT Social media is having a major impact on marketing today, and Facebook is one of the most popular social media platforms. The growing importance of social media in the online tourism domain has also been confirmed. Many travel agencies have started to use Facebook fan pages as a marketing platform to interact with their consumers; but these agencies are still seeking the most suitable marketing strategies. Our research aims to examine whether different genders have different preferences for tourism Facebook fan page marketing information. In addition, we are interested in exploring whether that preference would be affected by different tourism products. We collected Facebook post data from a tourism agency that had already used Facebook to promote its business and reach customers in recent years, and we used those data to 政 test our治 hypothesis. We confirmed that male do. 大. prefer rational appeals advertisement 立and sensation-seeking tourist attractions while female. ‧ 國. 學. do prefer emotional appeals advertisement and sensation-avoiding tourist attractions. Moreover, if we fit gender preferences in advertisement appeals and tourist attractions to. ‧. promote suitable tourism products, the performance on Facebook fan page, brand awareness,. sit. y. Nat. brand engagement and word of mouth, will be improved. Our paper is expected to be a. a. er. io. contribution to research in this field, to be the basis for a guide for Facebook fan page. n. v managers who do not know how to manage their Facebook l n ifan pages and to provide a Ch. e. i U. n g c h fan pages. suitable method for measuring the impact of Facebook. Keywords: Facebook fan pages, marketing strategy, gender preference. . 1 .

(3) . CONTENT CHAPTER 1. INTRODUCTION ..................................................................................................................... 3 CHAPTER 2. LITERATURE REVIEW ......................................................................................................... 5 2-‐1 THE CLASSIFICATION OF ADVERTISING APPEALS IN FACEBOOK FAN PAGES ................................................ 5 2-‐2 SENSATION SEEKING AND ITS IMPACT ON THE CHOICE OF TOURIST ATTRACTIONS .................................... 6 2-‐3 GENDER EFFECTS ON WEB ADVERTISING AND TOURIST ATTRACTIONS ........................................................ 7 2-‐4 THE PERFORMANCE OF FACEBOOK FAN PAGES .................................................................................................. 8 CHAPTER 3. RESEARCH FRAMEWORK ................................................................................................. 10 3-‐1 RESEARCH FRAMEWORK ....................................................................................................................................... 10 3-‐2 HYPOTHESIS ............................................................................................................................................................. 11 3-‐2-‐1 Different gender preferences for advertising campaigns in Facebook fan pages ............. 11 3-‐2-‐2 Different gender preferences for tourist attractions ...................................................................... 12 3-‐2-‐3 Suitable advertising campaigns to promote tourist attractions ............................................... 12 CHAPTER 4. RESEARCH METHODOLOGY ............................................................................................ 14 4-‐1 CASE BACKGROUND ................................................................................................................................................ 14 4-‐2 MEASUREMENT ....................................................................................................................................................... 14 4-‐3 DATA COLLECTION ................................................................................................................................................. 16 4-‐4 INSTRUMENT VALIDATION .................................................................................................................................... 18 . 政治大 CHAPTER 5. ANALYSIS AND RESULTS 立 .................................................................................................. 22 5.1 DATA ANALYSIS ....................................................................................................................................................... 22 . ‧. ‧ 國. 學. 5.2 INDEPENDENT TWO-‐SAMPLE T-‐TEST ................................................................................................................. 26 5.3 FINDINGS ................................................................................................................................................................... 28 5-‐4 DISCUSSION .............................................................................................................................................................. 30 . er. io. sit. y. Nat. CHAPTER 6. CONCLUSIONS ...................................................................................................................... 31 6.1 SUMMARY .................................................................................................................................................................. 31 6.2 CONTRIBUTIONS ...................................................................................................................................................... 31 6.3 LIMITATIONS AND IMPLICATIONS FOR FUTURE RESEARCH ............................................................................ 32 . a. n. v l C REFERENCES ................................................................................................................................................. 33 ni he. i U. ngch APPENDIX A： .............................................................................................................................................. 38 APPENDIX B： .............................................................................................................................................. 39 . . . 2 .

(4) . CHAPTER 1. INTRODUCTION Social media is having a major impact on marketing today. According to Belleghem et al. (2011), more than 50% of social media users follow brands on social media. Facebook is one of the most popular social media platforms. The number of Facebook users reached 1.26 billion in October 2013, and an average of 728 million users log in to Facebook every day (Smith 2013). Currently, Facebook has 50 million fan pages, and each user likes 40 pages on average (Smith 2013). The main reason users join a Facebook fan page is to receive more information about the products provided by the enterprise (Chen et al. 2012). However, users do not like messages on Facebook to be expressed in a traditional way; they prefer that companies and brands present a more personal, human identity instead of an institutional identity (Belleghem et al. 2011). The growing importance of social 政 media in 治the online tourism domain has also been. 大. confirmed (Xiang and Gretzel 2010). 立In the United States, travelers using social media. ‧ 國. 學. generate approximately $102.9 billion for the domestic U.S. tourism sector compared to approximately $69.5 billion from people who do not use social media (Sinha 2011). Many. ‧. tourism and hospitality companies have started to use Facebook fan pages as a tool to. sit. y. Nat. communicate with customers. For example, AirAsia’s Facebook fan page has more than a. er. io. million followers, and it claims to have generated 13 ％ of its sales through its fan page. a. n. v (Sinha 2011). As more people receivel information from social n i media, many travel-related C he. i U. n g ctohdeliver marketing information people businesses face the challenge of determining how want (Khaldoon et al. 2013). According to Layton (2011), different marketing strategies should be used for marketing different goods or services. A failure to meet buyer needs at any level or in any segment will directly affect the effectiveness of the aggregate marketing system. Among all marketing segments, gender has been considered the most basic (Meyers-Levy and Maheswaran 1991; Simon 2001). Past literature in tourism has considered different marketing methods according to gender. For example, studies have indicated that among Western couples and families, women are more likely to be the primary leisure vacation planners and the tourism decision-makers (Mottiar and Quinn 2004; McGehee et al. 1996). Therefore, learning about the interests and activities of potential visitors from a gendered perspective is vital to the planning and marketing of tourism resorts (Meng et al. 2008). Gender-blind marketing has been found to be a main cause of consumer dissatisfaction . 3 .

(5) (Westwood et al. 2000). Though the gender effect has been extensively studied in traditional marketing areas, its influence on Facebook fan page marketing is not well known. To our knowledge, few studies discuss the effectiveness of Facebook fan page marketing strategies, and none investigate this issue from the gender perspective. Therefore, this study aims to determine whether different genders have different preferences for tourism Facebook fan page marketing information. In addition, we are interested in exploring whether such preferences would be affected by different tourism products. This study collects data from a tourism agency that has already used Facebook to promote its business and reach customers in recent years. The following questions are investigated: (1) Do people of different genders have different preferences for Facebook fan page marketing information?. 治. 政different preferences (2) Do people of different genders have when choosing tourism 大. 立. attractions?. ‧ 國. 學. (3) When designing marketing strategy, do we need to promote different tourism. ‧. attractions by using different marketing information because of gender?. n. er. io. sit. y. Nat. al. . Ch. engchi. i Un. v. 4 .

(6) . CHAPTER 2. LITERATURE REVIEW Our study aims to assess the marketing information strategies of Facebook fan pages in tourism and identify the most suitable strategies for certain tourism attractions based on gender interest. First, we review the literature that discusses different types of advertisements and how they are used in various campaigns on Facebook fan pages. Second, we review the relevant literature about individuals’ different sensation-seeking preferences and how to use sensation-seeking to classify tourism attractions. In the third section, we discuss gender differences or attitudes toward Web advertising and gender differences toward tourism attraction preferences. Finally, the last section discusses how to measure improved responses from consumers on Facebook fan pages.. 政治大 2-1 The Classification of Advertising Appeals in Facebook Fan Pages 立. ‧ 國. 學. Advertisements on the World Wide Web are a very common channel for promoting or marketing goods and services, and many studies have addressed this topic. However, people. ‧. are currently exposed to a tremendous number of advertisements, and they do not have. sit. y. Nat. sufficient time or mental attention for most of them (Bogart 1985). Therefore, it is very. er. io. important to understand what types of advertisements suit different people so they can derive. n. a l has indicated that customers v the most value from them. The literature expect two types of ni Ch. U. en gchi value from Web advertising (Ducoffe 1996): informativeness and entertainment. Customers view advertising's informational role as its principal function (Ducoffe 1996), and informativeness describes its utilitarian value, i.e., whether Web ads help consumers acquire sufficient product information to better accomplish shopping tasks (Edwards et al. 2002). Conversely, entertainment value refers to consumers’ demand for escapism, diversion, aesthetic enjoyment, or emotional release (Ducoffe 1996). It is usually defined as hedonic value, i.e., whether Web ads can make consumers’ online shopping process enjoyable (Edwards et al. 2002). We can also connect these two types of Web advertising value into rational and emotional appeals, which means using two different advertising methods to communicate with customers. Rational appeals advertisements emphasize a logical thinking process when receiving the advertising messages. Therefore, these types of advertisements focus on product or service advantages, providing measurable beneﬁts information such as quality, value, and performance for consumers (Churchill and Peter 1998). Conversely,. . 5 .

(7) emotional appeals advertisements emphasize creating a state of heightened psychological arousal by a suitable positive (e.g., love, relax) or negative (e.g., fear, anger) feeling to let consumers receive advertising messages (Hawkins, Best, and Coney, 2003). Because we consider Facebook fan pages to be a new platform to communicate with our consumers, each post on Facebook fan pages can be considered an advertisement that is going to transmit messages to consumers. Thus, these posts on Facebook fan pages can be classified into rational appeals advertisements or emotional appeals advertisements. As mentioned above, gender is one of the most basic marketing segments (MeyersLevy and Maheswaran 1991; Simon 2001). However, research on Facebook fan page advertising strategies and the role that gender may play generally remain unclear. Therefore, we review the literature so we can discuss whether there are any gender preferences for advertising in the third section.. 政治大 2-2 Sensation Seeking and its Impact 立 on the Choice of Tourist Attractions. ‧ 國. 學. People have different preferences in choosing tourist attractions. One common method for classifying travelers’ preferences is based on the concept of “sensation seeking.”. ‧. Zuckerman et al. (1964) developed the sensation-seeking concept. This concept was the basis. Nat. sit. y. of optimum stimulation level research, which assumes that individuals have a unique state in. er. io. which they are neither bored nor overwhelmed with excitement. They defined sensation. a. n. v seeking as “a trait defined by the needl for n i complex sensations and C varied, novel and he. i U. n gand c hsocial risks for the sake of such experiences and the willingness to take physical experience,” and “when stimuli and experiences become repetitive it is assumed that the sensation seeker will become bored and non-responsive more quickly than most other persons.” Based on this concept, individuals can be classified as “sensation seekers” or “sensation avoiders.” Based on past literature, sensation seekers can be people who want to seek new experiences or thrills (Hamer and Copeland, 1998); participate in high-risk, naturalarea activities (Breivik, 1996; Cronin, 1991; Levenson, 1990; Rossi & Cereatti, 1993); or disclose personal thoughts and feelings (Franken, Gibson, & Mohan, 1990) or those who prefer adventure travel (Gilchrist, Povey, Dickinson, & Povey,1995); want to avoid repetition (Cronin, 1995); are prone to boredom in restrained and repetitive situations (Vodanovich & Kass, 1990); and prefer invigorating and/or innovative vacations (Wahlers & Etzel, 1985), among others.. . 6 .

(8) Recent studies also relate sensation seeking to extraversion. Extraversion is most often used in leisure activities and tourism consumption studies (Li and Tasi 2013), and extraverted individuals like high-risk activities and adventure tourism (Mannell & Kleiber 1997). Bentley et al. (2001) defined adventure tourism as “commercially operated activities involving a combination of adventure and excitement pursued in an outdoor environment [and may] incorporate a broad spectrum of activities ranging from high-risk adventure activities (e.g., white water rafting) to low risk ones (e.g., tramping).” The authors (2001) further explain that “high-risk activities associated with adventure tourism are not recognized as high-risk by participants – in fact they seek risk as part of the experience.” Thus, we can conclude that individuals with sensation-seeking traits tend to favor exciting, novel, and risktaking activities when traveling to achieve their optimal experience (Zuckerman, 1994). We can also infer that sensation seeking is one of the main reasons why individuals travel and that there is a significant difference between the sensation-seeking consumers who are. 治. 政are not (Gilchrist involved in adventure travel and those who 大 et al. 1995).. 立 used in tourism studies. Graeme et al. (2008) used Sensation seeking has long been. ‧ 國. 學. sensation seeking to predict differences in the various attitudes and behaviors of wine tourists. ‧. and confirmed that sensation seeking was related to spending on wine and wine drinking; the frequency of visits to wineries and the number of activities engaged in at wineries; the use of. y. Nat. io. sit. the internet as a source of information about wineries; venturing outside of normal routes. er. during a visit to a wine region; and the strength of opportunity for learning, stimulation, or. n. a. iv. l Cregion. In a study nof attitudes toward the features of indulgence as incentives to visit a wine U h engchi. national parks, Galloway and Lopez (1999) observed that sensation seekers tended to express interest in visiting remote parks, actively seeking wildlife, meeting interesting people, and participating in challenging activities. They also preferred unstructured tours. Lee and Crompton (1992) proposed a framework to measuring novelty seeking in tourism. This model using six constructs, namely, change from routine, escape, thrill, adventure, surprise and boredom alleviation, to measure tourists’ novelty seeking level.. 2-3 Gender Effects on Web Advertising and Tourist Attractions Gender is often used to segment a market. Kim et al. (2007) researched gender differences in online travel information searches and found gender differences in the attitudes toward information channels. In other words, the key information that attracts male attention is different from that attracting female attention. Therefore, tourism marketers should develop . 7 .

(9) gender-sensitive online communication strategies. Although gender effects on Web advertising are recognized by the literature, few studies examine gender effects on Facebook fan page advertising. Because the Facebook fan page has become an important marketing channel, we think that it deserves further study. In addition, prior studies have found that the choice of tourism may differ by gender (Holland et al. 1994; Gilchrist et al. 1995). For example, Gilchrist et al. (1995) found that male tourists tended to prefer adventurous activities more than female tourists did. Holland’s research (1985) indicated that male tourists are more realistic and social and thus prefer different attractions than female tourists do. Elspeth et al.’s (1999) research proved that gender would determine the preference for certain attractions. For example, males would have a preference for the Tour of the Melbourne Cricket Ground, the International Air Show, and the Australian Motorcycle Grand Prix, whereas females would prefer the Tapestry Workshop and Puffing Billy. Though previous studies have investigated gender effects on. 治. tourist attractions, no study has considered政 whether the genders 大 have different attitudes. 立 on Facebook fan pages. Such a study is important toward the marketing of tourist attractions. ‧ 國. 學. because it can help companies create differentiated advertising campaigns to promote tourist. ‧. attractions.. In summary, the literature has indicated that gender seems to be an important variable. y. Nat. io. sit. that affects individuals’ preferences for Web advertising and tourist attractions, but the. er. influences on Facebook fan pages are unclear. Therefore, we describe the relationship. n. a. iv. l C ads and the relationship between gender and attitude toward Web between gender and tourist Un h engchi. attractions. Furthermore, we would like to test whether we can promote specific tourist attractions using suitable marketing campaigns based on gender.. 2-4 The Performance of Facebook Fan Pages Currently, determining how to measure the performance of social media platforms such as Facebook is one of the most important challenges facing managers. Although experienced managers know that using social media is important, they still need verifiable statistics to convince top management or CEOs. Considering that social media is a dynamic and increasingly complex environment, traditional media measurement, i.e., reach and frequency, seems inappropriate. Donna and Marek’s (2010) research proposed that managers consider “not only short-term goals such as increasing sales in the next month via a social media marketing campaign or reducing costs next quarter due to more responsive online. . 8 .

(10) support forums, but also the long-term returns of significant consumer investment in social media.” This consumer investment is defined as follows: “It’s consumer motivation to use social media and then measure the social media investments customers make as they engage with the marketers’ brands.” Based on this perspective, Donna and Marek (2010) proposed three objectives — brand awareness, brand engagement and word of mouth — that can be used to measure the performance of social media. Brand awareness means the company gains increased exposure to its brand every time a consumer encounters the company campaign. Brand engagement is highly related to whether consumers are willing to engage in social media campaigns and produce user-generated content. Word of mouth means that once consumers are aware and engaged, they may communicate their opinions, positive or negative, to other consumers. Whereas Donna and Marek (2010) listed metrics that measure the performance of social media in general, we found relevant measures in the Facebook fan page administration panel. We summarize these metrics in Table 2-3.. 立. 政治大. ‧ 國. 學. Table 2-3: The metrics of social media performance and corresponding measures on Corresponding. io. Number of impressions. al. n. awareness. Brand. y. Nat. Brand. Definition. measures on Facebook. Number of comments. Lifetime post total. sit. Description. er. Metric. ‧. Facebook.. C hreach engchi U Comment. engagement. v ni. The number of people who saw your page post (unique users) The number of comments on a single post. Number of “likes” on. Like. friends’ feeds Word of. Number of. mouth. reposts/shares. . The number of likes on a single post. Share. The number of shares of a single post. 9 .

(11) . CHAPTER 3. RESEARCH FRAMEWORK 3-1 Research Framework We develop our research framework based on the existing literature, as shown below (Figure 3-1). We aim to identify suitable advertising appeals strategies for tourist attractions based on gender differences and propose that a proper strategy can enhance the performance of Facebook fan pages. Therefore, in this framework, we examine the different gender preferences for (1) advertising appeals on Facebook fan pages and (2) tourist attractions. Furthermore, we are interested in investigating (3) whether the advertising appeals on Facebook fan pages can fit individuals’ preferences for tourist attractions according to gender. We discuss each research hypothesis in detail in the following sections. Types of Advertising Appeals in Facebook Fan Pages. Sensation Seeking Sensation Avoiding. ‧. Emotional. 立. ‧ 國. Rational. 學. . 政治大. n. al. er. io. sit. y. Nat Gender Preference. The Preferences for Types of Tourist Attractions. CFith. iv Gender n i U e n g c hPreference. Performance of Facebook Fan Pages Brand Awareness Brand Engagement Word of Mouth Figure 3-1: Research Framework. . . 10 .

(12) 3-2 Hypothesis . Facebook is considered a social media application, and social media is thought to. have different traits from traditional Web 1.0 pages. Kaplan and Haenlein (2010) provided the following definition: “social media is a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of User Generated Content (UGC).” In the past, companies were able to control the information that was available about them on web pages through public announcements. Currently, numerous companies have been relegated to the sidelines as mere observers and do not have a method to alter publicly posted comments provided by their customers (Kaplan and Haenlein 2010). However, these factors also provide companies with more opportunities to interact with customers for the first time and thus concentrate on customer-oriented service. Customers also have more opportunities to express their opinions through social media. Because social media has these traits that differ from traditional Web 1.0 pages, we think that. 政治. the past theories about web ads and tourist attractions may 大be more obvious, and it is. 立. necessary to reexamine them on social media. . ‧ 國. 學. 3-2-1 Different gender preferences for advertising campaigns in Facebook fan pages. ‧. Since Ducoffe’s (1996) advertising value model was first developed, much research. sit. y. Nat. has indicated that the advertising value model has gender differences. A pattern has emerged. er. io. that shows that males prefer informativeness in Web ads, whereas females tend to like. n. a l et al. 2010). In Kim et v entertainment in Web ads (Yongqiang n i al.’s (2007) research, they Ch. U. e n g c h irelated to “flight,” “accommodation,” found that men were more likely to seek information “rental car” and “weather,” whereas women tended to view more sites that contained “entertainment,” “local information,” “restaurant,” and “map” information. We can see that the key information that attracts male attention is closer to informativeness (e.g., “flight” and “accommodation”) and that women are more likely to be attracted by entertainment information (e.g., “entertainment” and “restaurant”). Moreover, we consider that informational advertisement might provide rational appeals, whereas entertaining advertisement might provide emotional appeals. We expect that this pattern will also appear on Facebook fan pages. Therefore, our hypothesis is as follows: H1 On Facebook fan pages, males will prefer rational appeals advertisements, and females will prefer emotional appeals advertisements.. . 11 .

(13) 3-2-2 Different gender preferences for tourist attractions A consistent pattern has emerged over the past few years: the sensation seeking (SS) scores tend to be higher in males than in females (Farley, 1986; Rowland et al., 1986; Zuckerman, Eysenck, & Eysenck, 1978). For example, Gilchrist et al. (1995) found that adventure tourists were high sensation seekers, and they proved that male adventure tourists tended to be more sensation seeking than females. Pizam et al. (2002) reported that among a sample of Israeli students who showed a higher propensity for engaging in risky vacation activities, as indicated by having higher sensation seeking tendencies, males were found to have higher sensation seeking scores than females. Andrew and Heather found that gender was not a significant predictor of tourist roles but that males were higher in overall SS. We posit that this pattern — males having higher sensation-seeking scores and being more likely to be sensation seekers and females having lower sensation-seeking scores and being more likely to be sensation avoiders — will be expressed on Facebook fan pages. Thus, we develop the following hypothesis:. 政治大. 立. ‧ 國. 學. H2 On Facebook fan pages, males will prefer sensation-seeking tourist attractions, and. ‧. females will prefer sensation-avoiding tourist attractions.. sit. y. Nat. er. io. 3-2-3 Suitable advertising campaigns to promote tourist attractions. n. al Dae-Young et al. (2007) emphasized that in today’si competitive e-environment, v C. n. U h eWebsite placing the appropriate message on the right at the appropriate segment of n g c h itargeted consumers is very important to marketers’ success. Marketers may benefit from creating gender-sensitive Web content and presentations as part of their efforts to cater to consumers’ traits and preferences. Similarly, it would help Facebook fan page marketing if managers could find suitable advertising campaigns to promote specific tourist attractions for a specific consumer segment. In our research, we propose that male consumers tend to prefer rational appeals advertisements on Facebook fan pages and are more likely to be sensation seekers. Conversely, female consumers tend to prefer emotional appeals advertisements on Facebook fan pages and are more likely to be sensation avoiders. Thus, the gender-fit relationship can be displayed as shown in Figure 3-2.. . 12 .

(14) Emotional. . Fits female preferences. . No fit. Rational. Types of Advertising Appeals in Facebook Fan Pages. . . No fit. . Fits male preferences. Sensation avoiding. Sensation seeking. The Preferences for Types of Tourist Attractions Figure 3-2 Gender-fit 政治Relationship. 大. 立 can promote sensation-seeking tourist attractions If Facebook fan page managers. ‧ 國. 學. through rational appeals advertisements, which target male consumers, their performance on. ‧. Facebook fan pages will increase. Similarly, if Facebook fan page marketers promote sensation-avoiding tourist attractions through emotional appeals advertisements, which target. y. Nat. io. sit. female consumers, their performance on Facebook fan pages will increase. Based on our. n. al. er. literature review in Section 2, the consumer performance on Facebook fan pages can be. iv. Ch measured by brand awareness, brand engagement and word U n of mouth. Our hypotheses are thus as follows:. engchi. H3 If we promote sensation-seeking tourist attractions through rational appeals advertisement, the performance on Facebook fan pages will increase. H4 If we promote sensation-avoiding tourist attractions through emotional appeals advertisement, the performance on Facebook fan pages will increase.. . 13 .

(15) . CHAPTER 4. RESEARCH METHODOLOGY 4-1 Case Background The tourism industry has grown and developed into one of the largest businesses in the world due to increased interest in leisure activities. Official tourism bureau figures have indicated that the total number of travelers who went overseas from Taiwan for outbound tourism in 2012 was more than 10.2 million. The number of travelers entering Taiwan reached approximately 8 million in 2013. Company A, one of the most well-known travel agencies in Taiwan, was founded in 1978. Company A has three subsidiaries, one of which is responsible for managing ecommerce and online marketing. Its business includes group travel, personal travel, incentive travel, inbound tourism and domestic travel. Company A is a multilevel travel agency that provides B2B and B2C services. The manager of Company A found that using social. 治. 政 is important networking for promotion in the tourism industry 大 because social networking is. 立. popular and has some attractive attributes, such as real-time interaction with consumers and. ‧ 國. 學. the ability to establish online word of mouth. Therefore, Company A built its own Facebook. ‧. business fan page as a marketing platform to interact with its consumers in September 2009.. y. Nat. Company A posts a variety of tourist product information through different Facebook fan. io. sit. page posts to promote its tourist products, including appealing travel photos, everyday feeling. er. and special promotions only for Facebook fans. The Facebook fan page manager also a. n. iv l C n positively interacts with consumers and replies to consumers’ comments and questions heng chi U. quickly. They have more than two hundred thousand Facebook fans now, and approximately 15 thousand unique visitors have created a story about their page in the past week. However, we understand that Facebook fan page managers encounter problems in developing effective campaigns for a particular tourist product. The page manager makes ad hoc decisions that are mostly based on heuristic methods. Our research will provide such a manager with suitable strategies for managing tourism Facebook fan pages. 4-2 Measurement We capture the post data from Company A’s Facebook fan page from January 1, 2013, to May 31, 2014. We collect the posts that contain promotional information for particular tourism products. That is, these posts contain hyperlinks to the company’s online store, where consumers can obtain more information about the tourist attractions and place orders for particular tourism products. . 14 .

(16) To examine whether gender affects the preferences for advertising posts and tourist attractions and whether the performance of the Facebook fan page will improve if the promotion of tourist attractions matches the advertising posts’ appeals based on gender, the constructs for advertising posts’ appeals, tourist attractions and the performance of the Facebook Fan Page are defined in Tables 4-1, 4-2 and 4-3, respectively. Table 4-1 Definition of advertising posts’ appeals Author. Items. Definition. Copeland’s (1924). Rational appeals (RA). Using informativeness posts to describe their utilitarian value, such as quality, value, and performance, so consumers can measure the advantages of the product advertised.. 政治 Emotional appeals (EA) Creating 大a state of heightened 立 psychological arousal by entertainment. ‧ 國. 學. posts to provide consumers with escapism,. ‧. diversion, aesthetic enjoyment, or emotional release.. n. al. Ch. er. io. sit. y. Nat Table 4-2 Definition of tourist attractions. iv n e n g cDefinition hi U. Author. Items. Zuckerman et al.. Sensation seeking (SS). For a sensation-seeking tourist attraction,. (1964);. the trip is expected to provide the. Plog (1995);. opportunity to explore strange places, do. Pizam et al.. frightening things, have new and exciting. (2004);. experiences, experience customs and. Wahlers and Etzel. cultures different from those in the. (1985);. traveler’s own environment, travel to. Cohen (1972). adventurous places or have unexpected surprises. Sensation avoiding (SA). Sensation-avoiding tourist attractions have the opposite meaning to sensation seeking tourist attractions. Sensation-avoiding. . 15 .

(17) tourist attractions provide the opportunity to go to familiar places, engage in leisurely activities or go to peaceful places in the traveler’s own environment. Table 4-3 Definition of the performance of Facebook Fan Pages Author. Items. Definition. Donna and Marek. Brand awareness (BA). The extent to which brand exposure and the. (2010). associations of the brand in customers’ minds are increased every time the consumer encounters the company’s campaigns. Brand engagement (BE) The extent to which consumers are willing to engage in social media campaigns and. 立. 治 user-generated content. 政 produce 大. Word of mouth (WOM). The extent to which consumers communicate. ‧ 國. 學. their attitudes toward the brand itself or. ‧. toward the social application created by the. y. Nat. company to new prospective customers both. n. al. er. io. sit. online and offline.. 4-3 Data Collection. Ch. engchi. i Un. v. According to our collection rules, we have 974 post data that can be classified into 168 tourist products. We hired 29 coders, who were native speakers raised in Taiwan, to read and analyze these posts’ advertising appeals and to categorize their tourist attractions. Coders were recruited through word-of-mouth and job postings on university campuses. All coders are undergraduate or graduate students. There are 16 boys and 13 girls who between 20 and 30 years old. Most of them major in Management Information Systems and are familiar with using computers and social networks, and they are experienced in using Facebook and following Facebook fan pages. Posts were analyzed by Pollay’s (1983) 42 advertising appeals. Pollay’s appeals form an overall list that contains all common advertising appeals by drawing on the previous advertising literature. Nancy and Marla (1999) categorized each of Pollay’s appeals as rational or emotional. We connected suitable advertising appeals to the tourist industry and built some descriptions. These descriptions are presented in Appendix A. The 27 . 16 .

(18) coders were provided with these descriptions and were instructed to code each post for all appeals present. Each coder determined whether the appeal was used in the posts, and we calculated how many rational appeals and emotional appeals were chosen to determine the post’s category. If rational appeals outnumbered emotional appeals, the post was determined to be rational; if emotional appeals outnumbered rational appeals, the post was determined to be emotional; if the numbers were equal, the post was determined to be rational or emotional by case. Three people were in one group, so we had 9 groups. Each group analyzed the same posts, and each coder analyzed approximately 110 posts. The remaining 2 coders analyzed 168 tourist products using the Novelty seeking in tourism (Tae-Hee Lee and John Grompton 1992) and Brief sensation seeking scale (BSSS) (Hoyle et al. 2002) models. These two models are used to determine whether the tourist is sensation seeking. We combined these two models and chose one description from each scale. We removed the Boredom Susceptibility/Boredom Alleviation scale because this scale. 治. 政Two models大 cannot be used to describe tourist products. are listed in Table 4-4, and the. 立 B. descriptions are presented in Appendix. ‧ 國. 學 2002). io. n. al. er. Lee and John. Ch Grompton 1992). Our choice. y. Nat. tourism (Tae-Hee. BSSS (Hoyle et al.. sit. Novelty seeking in. ‧. Table 4-4 Novelty seeking in the tourism and BSSS models. engchi. i Un. v. P. P. P P. P. P. P. Disinhibition. P. P. P. Change from routine. P. P. Surprise. P. P. Experience Seeking Boredom Susceptibility/Boredom Alleviation Thrill and Adventure Seeking/Thrill. The coders were provided with these descriptions and were instructed to code each tourist product using the following Likert scale: strongly disagree represented 1 point, . 17 .

(19) disagree represented 2 points, neither agree nor disagree represented 3 points, agree represented 4 points and strongly agree represented 5 points. We calculated the average of each tourist product to determine whether this tourist product belongs to sensation seeking or sensation avoiding. If the average is above 3 points, the tourist product belongs to sensation seeking; if the average is below 3 points, the tourist product belongs to sensation avoiding; if the average is equal to 3 points, the tourist product can belong to either sensation seeking or sensation avoiding by case. We obtained 3 sets of data, SET-A, SET-B and SET-C, from each post for their advertisement appeal and 2 sets of data, SET-A and SET-B, for sensation seeking evaluation. We obtained the Facebook Fan Page performance for each post from Facebook insights and the number of likes, comments and shares according to gender in a program using the Facebook API.. 立. 4-4 Instrument Validation. 政治大. ‧ 國. 學. Before we analyzed the data, we needed to evaluate the inter-rater agreement to. ‧. ensure the categories classified by the coders were consistent. Therefore, we conducted Cohen's kappa (κ) coefficient evaluation.. y. Nat. io. sit. Why did we use Cohen's kappa (κ) coefficient? When two individuals attempt to. er. measure the same thing by two binary variables, we can choose Cohen's Kappa (often simply. n. a. iv. l C between the twonindividuals. The maximum value called Kappa) as a measure of agreement U h engchi. for the kappa agreement coefficient is 1, and it is possible for the Kappa to be negative, but this does not occur often. It is infrequent that we obtain perfect agreement because different people have different explanations of what is a good level of agreement. Landis and Koch (1977) proposed one possible interpretation of Kappa, where values < 0 indicate no agreement, 0–0.20 slight, 0.21–0.40 fair, 0.41–0.60 moderate, 0.61–0.80 substantial, and 0.81–1 nearly perfect agreement. We evaluated Cohen's kappa coefficient for SET-AB, SET-AC and SET-BC and removed inconsistent data. The Cohen's kappa coefficient is shown below.. . 18 .

(20) SET-A * SET-B Post Cross-tabulation Count SET-B Total Emotional Rational Emotional 464a 14b 478 SET-A Rational 20a 78b 98 Total 484 92 576 Each subscript letter denotes a subset of SET-B categories whose column proportions do not differ significantly from each other at the .05 level.. Measure of Agreement N of Valid Cases. Kappa. Symmetric Measures Value Asymp. Std. Errora .786 .035 576. Approx. Tb Approx. Sig. 18.872 .000. 政治大. ‧ 國. 學. 立 a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis.. ‧. Cohen's κ was run to determine whether there was agreement between SET-A and. sit. y. Nat. SET-B’s judgments concerning whether the posts on the Facebook fan page were rational or. al. n. = .786, p < .0005.. er. io. emotional. There was substantial agreement (0.61 < κ < 0.80) between SET-A and SET-B, κ. Ch. i Un. v. hi n g cCross-tabulation SET-A * SET-CePost Count. SET-A. Emotional Rational. Total. SET-C Emotional Rational 478a 5b 12a 81b 490 86. Total 483 93 576. Each subscript letter denotes a subset of SET-C categories whose column proportions do not differ significantly from each other at the .05 level.. Measure of Agreement N of Valid Cases . Kappa. Symmetric Measures Value Asymp. Std. Errora Approx. Tb Approx. Sig. .888 .027 21.325 .000 576 19 .

(21) . a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. Cohen's κ was run to determine whether there was agreement between SET-A and SET-C’s judgments concerning whether the posts on the Facebook fan page were rational or emotional. There was nearly perfect agreement (0.81 < κ < 1.00) between SET-A and SET-C, κ = .888, p < .0005. SET-B * SET-C Post Cross-tabulation Count. SET-B. Emotional Rational. Total. SET-C Emotional Rational 471a 20b 26a 59b 497 79. 政治大. Total 491 85 576. ‧ 國. ‧. y. sit. n. a l576 Ch. er. io. Kappa. Symmetric Measures Value Asymp. Std. Errora Approx. Tb Approx. Sig. .673 .045 16.167 .000. Nat. Measure of Agreement N of Valid Cases. 學. 立a subset of SET-C categories whose column Each subscript letter denotes proportions do not differ significantly from each other at the .05 level.. engchi. i Un. v. a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis. Cohen's κ was run to determine whether there was agreement between SET-B and SET-C’s judgments concerning whether the posts on the Facebook fan page were rational or emotional. There was substantial agreement (0.61 < κ < 0.80) between SET-B and SET-C, κ = .673, p < .0005. After calculating Cohen's kappa coefficient for posts’ judgments, we also calculated Cohen's kappa coefficient for tourist attractions’ judgments.. . 20 .

(22) SET-A * SET-B Tourism Cross-tabulation Count SET-B Total SA SS SA 50a 12b 62 SET-A SS 13a 93b 106 Total 63 105 168 Each subscript letter denotes a subset of SET-B categories whose column proportions do not differ significantly from each other at the .05 level.. Measure of Agreement N of Valid Cases. Symmetric Measures Value Asymp. Std. Errora Approx. Tb Approx. Sig. .682 .059 8.834 .000. Kappa. 168. 政治大. ‧ 國. 學. 立 a. Not assuming the null hypothesis. b. Using the asymptotic standard error assuming the null hypothesis.. ‧. Cohen's κ was run to determine whether there was agreement between SET-A and. sit. y. Nat. SET-B’s judgments concerning whether the tourist products were sensation-seeking or. er. al. n. SET-B, κ = .682, p < .0005.. io. sensation-avoiding. There was substantial agreement (0.61 < κ < 0.80) between SET-A and. Ch. i Un. v. e n gthat After the data extraction, we can observe c h ithe Kappa values were .786, .888 and .673 in post judgments and .682 in tourist products’ judgments, showing very high consistency among raters. Thus, we can use these judgments to perform further research.. . 21 .

(23) . CHAPTER 5. ANALYSIS AND RESULTS In this chapter, we review our statistical results and discuss the findings of our framework. 5.1 Data Analysis First, we measured the gender preference of the posts by the number of likes, comments and shares according to gender. We found far more female than male fans on Company A’s Facebook Fan page; nearly all posts had more likes, comments and shares from females. Therefore, we calculated the Z-score for the like, comment and share numbers from males and females to eliminate the difference in proportion. We then compared the number to obtain our gender category in each post. We used Emotional and Rational Proportion Scores (E/R Scores) for each post to determine the post’s emotional and rational 治 The E/R Scores were calculated from 政proportion.. 大. the number of times that the coders 立 chose emotional and rational descriptions for each post in. ‧ 國. 學. SET-A, SET-B and SET-C. We also calculated the Z-score to standardize the times that emotional and rational descriptions were chosen to eliminate the bias because the emotional. ‧. descriptions outnumbered the rational descriptions. For example, one post contained three. sit. y. Nat. sets of emotional and rational descriptions: SET-A-Emotional: 6 times; SET-A-Rational: 3. er. io. times; SET-B-Emotional: 8 times; SET-B-Rational: 2 times; SET-C-Emotional: 3 times;. n. al v SET-C-Rational: 1 time. We then calculated the Z-score for n i each post: SET-A-Emotional: Ch. U. e nSET-B-Emotional: gchi 2.440728879; SET-A-Rational: 1.305651651; 3.031139572; SET-B-. Rational: 0.70337728; SET-C-Emotional: 0.510301378; SET-C-Rational: -0.024324511. We list these data in Table 5-1. Table 5-1 Post’s E/R Score Example Times. Z-score. Abbreviation. SET-A-Emotional. 6. 2.440728879. SA-E. SET-A-Rational. 3. 1.305651651. SA-R. SET-B-Emotional. 8. 3.031139572. SB-E. SET-B-Rational. 2. 0.70337728. SB-R. SET-C-Emotional. 3. 0.510301378. SC-E. SET-C-Rational. 1. -0.024324511. SC-R. . 22 .

(24) We defined the E/R Score as E/R Score = (SA-E + SB-E + SC-E) / (SA-E + SA-R + SB-E + SB-R + SC-E + SC-R) Therefore, in our example, the post E/R Score is (2.440728879+3.031139572+ 0.510301378) / (2.440728879+1.305651651+3.031139572+0.70337728+0.510301378+0.024324511) = 0.750880413325324. A higher E/R Score means that the coders chose more Emotional descriptions on that post. We calculated the E/R Score for all posts and then calculated the descriptive statistics by E/R Score for each post. The results are shown in Table 5-2. The results show that the mean of the males’ E/R Score is 0.20125, which is smaller than the mean of the females’ E/R Score, at 0.84414. Because the females’ E/R Score has higher means, we can find that the females’ preferred posts might be more emotional than the males’ posts. In other words, males’ preferred posts might be more rational than those of females.. 學. ‧ 國. 立. 政治大. Table 5-2 E/R Score Group Statistics. .20124907350. 5.130019689679. 261. .84414150427. 3.849709022151. io. n. al. y. 288. sit. Female. Std. Deviation. Std. Error Mean .302289309183 .238291006251. er. Male. Mean. Nat. E/R Score. N. ‧. Gender. Ch. i Un. v. e n g c h i scores (SS/SA Scores) for each We use sensation-seeking and sensation-avoiding tourist product to determine each tourist product’s sensation-seeking and sensation-avoiding proportion. The SS/SA Scores were calculated from sensation-seeking points for each tourist product in SET-A and SET-B by coder. We also calculated the Z-score for sensation-seeking points to eliminate possible bias from two coders having different standards. For example, one tourist product had two sets of sensation-seeking points: SET-A: 2,1,1,1,1, with an. average of 1.2; SET-B: 2,2,2,2,2, with an average of 2. Then, we calculated the Z-scores for SET-A and SET-B, which were -2.142010702 and -1.563288266, respectively. We list these data in Table 5-3.. . 23 .

(25) Table 5-3 Tourist Product SS/SA Score Example Points. Average. Z-Score. Abbreviation. SET-A-SS-Points. 2,1,1,1,1. 1.2. -2.142010702. SA-SP. SET-B-SS-Points. 2,2,2,2,2. 2. -1.563288266. SB-SP. We defined the SS/SA Score as SS/SA Score = (SA-SP + SB-SP) / 2 Therefore, in our example, the tourist product SS/SA Score is (-2.142010702 + 1.563288266) / 2 = -1.852649484. A higher SS/SA Score means that the coders chose higher sensation-seeking points for that tourist product. We calculated the SS/SA Score for each tourist product and then calculated the descriptive statistics according to SS/SA Score for each tourist product. The results are shown in Table 5-4. We also calculated the number of. 政治. times that each tourist product appeared in our data set, and 大 we determined the tourist. 立. products’ gender category by calculating the appearance of the posts’ gender preferences.. ‧ 國. 學. The results show that the mean of the males’ SS/SA Score, 3.356, is higher than the mean of. ‧. the females’ E/R Score, 3.17143. The SS/SA Score has higher means, so we can find that. y. Nat. males’ preferred tourist products might be more sensation seeking than females’. In other. n. al. er. io. sit. words, females’ tourist product preferences might be more sensation avoiding than males’.. Ch Table 5-4 SS/SA Score Group Statistics Gender. N. engchi. Mean. i Un. v. Std. Deviation. Std. Error Mean. SS/SA. Male. 75 3.35600000000. .697144755995. .080499342508. Score. Female. 56 3.17142857143. .823013152599. .109979758637. After determining the posts’ E/R Score and SS/SA Score, we used these two scores minus their means to classify our posts, and we used the scores to draw an E/R Score and SS/SA Score four-cell chart, Chart 5-1.. . 24 .

(26) . Sensation seeking. Sensation avoiding. Emotional. Rational. Chart 5-1 E/R Score and SS/SA Score four-cell chart. 學. ‧ 國. 立. 政治大. ‧. In Chart 5-1, although many of the data are concentrated at the center, we can still see. y. Nat. io. sit. that more male preference posts seem to be concentrated on Sensation seeking and Rational,. n. al. er. whereas more female preference posts seem to be concentrated on Sensation avoiding and. iv. n C hperformancesUhigher Emotional. We now extract the posts with than one standard deviation engchi. and draw a four-cell chart, Chart 5-2. We can observe that these data seem to be concentrated at the upper-left and bottom-right. Thus, by matching gender preferences, the performances of Facebook fan pages might improve.. . 25 .

(27) . Sensation seeking. Sensation avoiding. Emotional. Rational. 立. 政治大. ‧ 國. 學. Chart 5-2 E/R Score and SS/SA Score four-cell chart for better performance posts. ‧. After data judgment and descriptive statistics analysis, our hypothesis seems to be. n. a. er. io. sit. y. Nat. confirmed. We now proceed with a two-sample t-test to support our hypothesis.. 5.2 Independent Two-sample T-testl. Ch. engchi. i Un. v. We use an independent two-sample t-test to confirm whether females will have a higher E/R Score than males and whether males will have a higher SS/SA Score than females. The independent two-sample t-test is used to test whether the population means are significantly different from each other using the means from randomly drawn samples. We consider gender as two groups, and we test whether females will have a significantly higher mean E/R Score than males and whether males will have significantly higher mean SS/SA Score than females. We calculate the two-sample t-test for males’ and females’ E/R Scores for each posts and the SS/SA Scores for each tourist product in SPSS. The results are shown in Table 5-5.. . 26 .

(28) . Table 5-5 E/R Score and SS/SA Score Independent Samples Test t-test for Equality of Means t. Sig. (1-tailed). E/R Score. -1.647. *.05. SS/SA Score. 1.821. *.00355. In Table 5-5, we can confirm that our first hypothesis, H1: males will prefer rational appeals advertisements on Facebook fan pages, and females will prefer emotional appeals advertisements, is true and has statistical significance to support it. We also can confirm that our second hypothesis, H2: males will prefer sensationseeking tourist attractions, and females will prefer sensation-avoiding tourist attractions, is be true and has statistical significance to support 政 it.. 治. 大. After these two hypotheses were 立 proven, we used each post’s E/R Score and SS/SA. ‧ 國. 學. Score to determine whether the post belongs to Emotional or Rational and Sensation-seeking or Sensation-avoiding. Then, we confirmed which posts fit the gender preferences regarding. ‧. whether males prefer rational appeals advertisements and sensation-seeking tourist attractions,. sit. y. Nat. whereas females prefer emotional appeals advertisements and sensation-avoiding tourist. er. io. attractions. We then compared these post fit performance data with the not-fitting post. n. performance data and calculated theatwo-sample t-test to support i v our hypotheses. The results l are shown in Tables 5-6 and 5-6.. Ch. n engchi U. Table 5-6 Group Statistics for Posts’ Performance Fit. Std. Deviation. Std. Error Mean. Lifetime post. Yes. 13788.01. 9009.879. 464.032. total reach (BA). No. 12159.87. 7362.812. 686.586. Yes. 6.55. 15.824. .815. No. 3.71. 5.627. .525. Yes. 627.67. 312.136. 16.076. No. 508.33. 306.590. 28.590. Yes. 16.42. 21.594. 1.112. No. 12.15. 14.298. 1.333. Comment (BE) Like (BE) Share (WOM). . Mean. 27 .

(29) Table 5-7 Independent Samples Test for Posts’ Performance t-test for Equality of Means t. Sig. (1-tailed). Lifetime post total reach (BA). 1.766. *.039. Comment (BE). 2.931. *.002. Like (BE). 3.604. *.000. Share (WOM). 1.990. *.0235. In Tables 5-6 and 5-7, we can confirm our third and fourth hypotheses, H3: If we promote sensation-seeking tourist attractions through rational appeals advertisements, the performance on Facebook fan pages improve, H4: If we promote sensation-avoiding 政 and治. 大. tourist attractions through emotional立 appeals advertisements, the performance on Facebook. ‧ er. io. sit. y. Nat. 5.3 Findings. ‧ 國. support them.. 學. fan pages will improve. These hypotheses prove to be true and have statistical significance to. n. In summary, we proposed a aframework that assumesi vgenders will have different l. Ch. Un. e n gattractions, chi preferences in advertisement appeals and tourist and if we promote the matching of advertisements to gender preferences, the performance on Facebook fan pages will improve. We confirmed all of our hypotheses in our data set using a two-sample t-test. The empirical results can be summarized as three findings. Finding 1 Males will prefer rational appeals advertisements on Facebook fan pages, whereas females will prefer emotional appeals advertisements. The statistical results in Table 5-2 show that females have a higher mean E/R Score, which indicates that females prefer emotional appeals advertisements compared with males. In other words, males prefer rational appeals advertisements compared with females. The. . 28 .

(30) statistical results in Table 5-5 further confirm that the difference in preferences between males and females in our findings have statistical significance. Finding 2 Males will prefer sensation-seeking tourist attractions on Facebook fan pages, whereas females will prefer sensation-avoiding tourist attractions. The statistical results in Table 5-4 show that males have a higher mean SS/SA Score, which shows males prefer sensation-seeking tourist attractions compared with females. In other words, females will prefer sensation-avoiding tourist attractions compared with males. The statistical results in Table 5-5 further confirm that the preference different between males and females in our findings have statistical significance.. 政治大. Finding 3. 立 attractions through rational appeals advertisements If we promote sensation-seeking tourist. ‧ 國. 學. and sensation-avoiding tourist attractions through emotional appeals advertisements on. Nat. y. ‧. Facebook fan pages, we can obtain better Facebook fan page performances.. io. sit. The statistical results in Table 5-6 show that if we match gender preferences, the. er. performance on Facebook fan pagesawill improve. We defined Facebook fan pages. n. iv l C n performance according to brand awareness, engagement and word of mouth. All the h ebrand ngchi U. gender-fitting post measurement means are higher than those of the non-gender-fitting posts. The statistical results in Table 5-7 further confirm that the performance difference between gender-fitting posts and non-gender-fitting posts in our findings have statistical significance. This finding gives us guidance regarding how to manage Facebook fan pages in the tourism industry. If we follow the different gender preferences by promoting sensationseeking tourist attractions through rational appeals advertisements and sensation-avoiding tourist attractions through emotional appeals advertisements on Facebook fan pages, the performance of pages will improve.. . 29 .

(31) 5-4 Discussion We can summarize our findings according two implications: theoretical and managerial. Theoretical implications Previous literature has indicated that customers expect two types of value from Web advertising (Ducoffe 1996): informativeness and entertainment. These two value types correlate with rational and emotional appeals, respectively. Kim et al. (2007) found gender differences in attitudes toward information channels. Zuckerman et al. (1964) developed the sensation-seeking concept. Holland et al. (1994) and Gilchrist et al. (1995) found that the sensation-seeking concept also exhibits gender differences. However, these studies were established on traditional Web 1.0 web ads and web pages; we are the first to examine these theories on Facebook. Additionally, we are the first to combine the rational appeals,. 政治. emotional appeals, sensation seeking, and sensation avoiding 大 concepts according to gender.. 立. Moreover, we proved that by combining these two concepts and applying them to manage. ‧ 國. 學. Facebook fan pages, the performance of these pages will improve.. ‧ y. Nat. Managerial implications. n. al. er. io. regarding posts.. sit. For Tourism Facebook fan pages managers, our research provides valuable guidance. Ch. engchi. i Un. v. Guide 1: Managers should promote sensation-seeking tourist attractions through rational appeals on Facebook fan page posts. Guide 2: Managers should promote sensation-avoiding tourist attractions through emotional appeals on Facebook fan page posts. If managers follow these guidelines to manage Facebook fan pages, the performance of Facebook fan pages will improve.. . 30 .

(32) . CHAPTER 6. CONCLUSIONS 6.1 Summary Facebook fan pages have become a very important channel for companies to communicate with their customer. However, most Facebook fan page managers do not have a winning formula or suitable posting rules when managing Facebook fan pages. They are also unsure how to measure their performance. Thus, we propose a framework that takes into account that genders may show different preferences in advertisement appeals and tourist attractions: males will prefer rational appeals advertisements and sensation-seeking tourist attractions, whereas females will prefer emotional appeals advertisement and sensationavoiding tourist attractions. Moreover, gender fit will improve the performance, as measured by brand awareness, brand engagement and word of mouth, of Facebook fan pages. In our framework, we propose a rule that Facebook fan page managers can follow to measure the performance of their pages.. 立. 政治大. To further test the framework, we collected data from Company A’s Facebook fan. ‧ 國. 學. pages and hired coders to analyze these data. After checking for the coders’ consistency in. ‧. their analysis by Cohen's kappa coefficient, we validated the differences in gender. y. Nat. preferences in advertisement appeals and tourist attractions. By matching gender preferences,. io. sit. we examined whether the performance on Facebook fan pages would improve using a two-. er. sample t-test. The results show that amales prefer rational appeals advertisements and. n. iv l C n sensation-seeking tourist attractions, whereas prefer emotional appeals h e nfemales gchi U. advertisements and sensation-avoiding tourist attractions. Moreover, if we match gender preferences in advertisement appeals and tourist attractions to promote suitable tourism products, the performance on Facebook fan pages, brand awareness, brand engagement and word of mouth will be improved.. 6.2 Contributions The findings of our research make both industrial and academic contributions. From the industrial perspective, our framework provides a rule for Facebook fan pages managers: when promoting tourism products, they should consider different gender preferences in advertisement appeals and tourist attractions. If managers can promote suitable tourism attractions in suitable advertisement appeals, the performance of Facebook fan pages will improve. . 31 .

(33) Regarding the academic contributions of this research, our study is the first to verify web-advertisement theories on a new advertising platform, i.e., Facebook fan pages, and is the first to present statistical significance to prove our theories and framework.. 6.3 Limitations and Implications for Future Research Although this research is complete, it nonetheless has some limitations. In our research method, we hired coders to analyze our data and decide the posts’ categories. Because we had large numbers of data, each coder had to read for a very long time. It was difficult to ensure that the coders were sufficiently concentrating to analyze and recode all data throughout the whole process. Therefore, the data may have been biased because the coders may have suffered fatigue in reading all of the data texts. Second, we determined our posts’ categories from three data sets, and although we did our best to ensure that the consistency between these data sets was sufficiently 政治high, there were still some inconsistent. 大. judgments, which can also cause bias. 立Future research should consider using text-mining. ‧ 國. 學. technology to analyze and classify data on posts. This approach could reduce human error in classification and could facilitate the analysis of a much larger amount of data than that. ‧. suitable for human analysis. By recognizing the limitations of this study, future research can. Nat. sit. n. er. io. al. y. attempt to overcome such restrictions.. . Ch. engchi. i Un. v. 32 .

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