Predicting Facebook Fans’ Continuance Intention to Interact with Facebook Hospitality Company Fan Pages

Hsiu-Yuan Wang


This study proposes and tests a new synthesized model by integrating the expectation-confirmation model, the technology acceptance model, one affective factor and two information-sharing factors to examine fans’ intention to continue interacting with hospitality company pages. Facebook fans from Taiwan are recruited as participants via an Internet survey. Data from 354 usable questionnaires were tested against the research model using the structural equation modeling approach. The results show that satisfaction has the most pronounced effect on fans’ continuance intention, followed sequentially by significant but weaker predictors: perceived enjoyment, perceived usefulness, and attitude. Meanwhile, expected relationships and altruism are both verified as having a notable influence on fans’ continuance intention by affecting their attitude toward company’s page. This study targeted Facebook fans of hospitality business pages. Therefore, a validation using another large sample gathered elsewhere is required to generalize the findings. The findings of this paper can give both page managers and academics an increased understanding of fans’ continuance intention to interact with company fan pages; the results may then be employed as a guideline to develop more appropriate business strategies for hospitality organizations by which to promote their products/services. The proposed model is a new synthesized model; little research has been done on examining Facebook fans’ continuance intention toward interacting with hospitality company fan pages. This study contributes to an understanding of the factors that influence fans’ intention to continue interacting with company fan pages through an empirical investigation, and especially its targeting of fans’ perception.


Facebook fans; Company pages; Synthesized-model

Full Text:



Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179-211.

Bhattacherjee, A. (2001a). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32(2), 201-214.

Bhattacherjee, A. (2001b). Understanding information systems continuance. An expectation–confirmation model. MIS Quarterly, 25(3), 351-370.

Blau, P. M. (1964). Exchange and power in social life. New York: John Wiley & Sons.

Bolino, M. C., Turnley, W. H., & Bloodgood, J. M. (2002). Citizenship behavior and the creation of social capital in organizations. Academy of Management Review, 27(4), 505-522.

Curran, J. M., & Lennon, R. (2011). Participating in the conversation: Exploring usage of social media networking sites. Academy of Marketing Studies Journal, 15(1), Special Issue, 21-38.

Dabholkar, P. A., Shepard, C. D., & Thorpe, D. I. (2000). A comprehensive framework for service quality: An investigation of critical conceptual and measurement issues through a longitudinal study. Journal of Retailing, 76(2), 139-173.

Davenport, T. H., & Prusak, L. (1997). Working knowledge: How organizations manage what they know. Cambridge, MA: Harvard Business School Press.

Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.

Davis, F. D., Bagozzi, R. P., & Warshaw, P. R. (1992). Extrinsic and intrinsic motivation to use computers in the work place. Journal of Applied Psychology, 22(14), 1109-1130.

Deci, E. L. (1975). Intrinsic Motivation. New York, NY: Plenum Press.

Drury, G. (2008). Social media: should marketers engage and how can it be done effectively? Journal of Direct, Data and Digital Marketing Practice, 9(3), 274-277.

Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: an introduction to theory and research. MA: Addison-Wesley, Reading.

Gefen, D., & Straub, D. W. (1997). Gender differences in the perception and use of email: An extension to the technology acceptance model. MIS Quarterly, 21(4), 389-400.

Hair, J. T., Anderson, R. E., Tatham, R. L., & Black, W. C. (1992). Multivariate data analysis with readings (3rd ed.). New York: Macmillan.

Hong, S. J., Thong, J. Y. L., & Tam, K. Y. (2006). Understanding continued information technology usage behavior: A comparison of three models in the context of mobile internet. Decision Support Systems, 42, 1819-1834.

Hsu, C.-L., & Lin, C.-C. (2008). Acceptance of blog usage: The roles of technology acceptance, social influence and knowledge sharing motivation. Information & Management, 45, 65-74.

Hutchings, C. (2012, June). Commercial use of Facebook and Twitter – risks and rewards. Computer Fraud & Security, 19-20.

Kim, B., Choi, M., & Han, I. (2009). User behaviors toward mobile data services: The role of perceived fee and prior experience. Expert Systems with Application, 36, 8528-8536.

Kim, B., & Han, I. (2009). The role of trust belief in community-driven knowledge and its antecedents. Journal of the American Society for Information Science & Technology, 60, 1012-1026.

Kim, H. W., Chan, H. C., & Gupta, S. (2007). Value-based adoption of mobile Internet: An empirical investigation. Decision Support Systems, 43(1), 111-126.

Lin, H. F. (2006). Understanding behavioral intention to participate in virtual communities. CyberPsychology & Behavior, 9, 540-547.

Mangold, W. G., & Faulds, D. J. (2009). Social media: the new hybrid element of the promotion mix. Business Horizons, 52(4), 357-365.

Nations, D. (2013). The top social networking sites. Retrieved from

Oliver, R. L. (1980). A cognitive model for the antecedents and consequences of satisfaction. Journal of Marketing Research, 17, 460-469.

Oliver, R. L. (1993). Cognitive, affective, and attribute bases of the satisfaction response. The Journal of Consumer Research, 20(3), 418-430.

Pelling, E. L., & White, K. M. (2009). The theory of planned behavior applied to young people’s use of social networking web sites. CyberPsychology & Behavior, 12, 755-759.

Report from Free Facebook iFrame Templates. (2011). Retrieved from

Report from Squidoo on Facebook fan page promotion. (2013). Retrieved from

Report from Starbucks Facebook statistics. (2016). Retrieved from

Rogers, E. M. (1995). Diffusion of Innovations (4th ed.). New York: Free Press.

Rouse, M. (2010). Facebook “Fan”. Retrieved from

Rust, R. T., & Oliver, R. L. (1994). Service quality: Insights and managerial implications from the frontier. In: R. T. Rust & R. L. Oliver (Eds.), Service quality: New directions in theory and practice (pp. 1-19). London: Sage.

Smith, C. A., Organ, D. W., & Near, J. P. (1983). Organizational citizenship behavior: Its nature and antecedents. Journal of Applied Psychology, 68, 653-663.

Szymanski, D. M., & Henard, D. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(1), 16-35.

Taylor, S., & Todd, P. A. (1995a). Assessing IT usage: The role of prior experience. MIS Quarterly, 19(4), 561-570.

Taylor, S., & Todd, P. A. (1995b). Understanding information technology usage: A test of competing models. Information Systems Research, 6(2), 144-176.

Venkatesh, V., Morris, M. G., Davis, G. B., & Davis, F. D. (2003). User acceptance of information technology: toward a unified view. MIS Quarterly, 27(3), 425-478.


  • There are currently no refbacks.

International Journal of Marketing, Communication and New Media

ISSN: 2182-9306


International Networks of Indexing:

Emerging Sources Citation Index (Clarivate Analytics) - GOOGLE SCHOLAR - LATINDEX - REDIB - RCAAP - OAJI - DRJI.