隨著Facebook的普及，人們開始透過打卡分享自己的所到之處，店家更以換取優惠的方式吸引人們打卡，期望能透過口碑效應達到行銷目的。本研究目的在於了解此類型的打卡行為是否能說服消費者，產生造訪店家的意圖；探討在不同關係強度及不同打卡內容下，對於消費者造訪店家意圖的說服效果；此外本研究更結合思辨可能模式及消費者人際影響敏感度的角度來做深入研究。
本研究結果包含：（1）「意義」或「折扣」的打卡內容會影響到論點品質。（2）關係好的朋友感受到的來源可信度會高於關係不好的朋友。（3）在處理資訊時，有較高資訊性人際影響敏感度傾向的人，會提高論點品質的效用；有較高規範性人際影響敏感度傾向的人，則會提高來源可信度的效用。研究貢獻在於了解打卡行為所造成的說服效果，以及探討影響消費者造訪店家的因素，並給予店家制定行銷策略的建議。

With the increasing of using Facebook, people began to share where they have been through check-in function. In order to create word-of-mouth and achieve the effect of marketing, stores would offer discounts as long as people check in. The purpose of this study is to understand whether people’s check-in behavior could persuade their Facebook friends into visiting the store and observe the persuasive effect on their visiting intention under different kinds of content type and tie strength. Besides, this study combined elaboration likelihood model with the aptitude of consumers’ susceptibility to interpersonal influence to understand and explain the effect of behavior.
The results of this study include: (1) Meaning-based or discount-based content would influence the argument quality. (2) Friends with strong tie are perceived higher source credibility than friends with weak tie. (3) During the stage of information processing, people who have higher informational susceptibility to interpersonal influence would enhance the effect of argument quality, but people who have higher normative susceptibility to interpersonal influence would enhance the effect of source credibility. The contribution of this study is to understand the persuasive effect of check-in behavior, and the factors to influence stores’ visiting intention. This study also provides the advice of marketing strategy to dealers or service providers.

論文審定書 i
中文摘要 ii
Abstract iii
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Motivation 3
1.3 Research Purpose 6
Chapter 2 Literature Review 8
2.1 Facebook Check-in Behavior 8
2.2 Promotion and eWOM in Social Networks Sites 9
2.2.1 Promotion 9
2.2.2 E-Word-of-Mouth 11
2.3 Tie Strength in Social Network Sites 12
2.4 Susceptibility to Interpersonal (Social) Influence 13
2.5 Elaboration Likelihood Model 15
Chapter 3 Research Model and Hypotheses 18
3.1 Research Hypotheses 20
3.1.1 Content type and argument quality 20
3.1.2 Tie strength and source credibility 22
3.1.3 ELM and attractiveness 23
3.1.4 Attractiveness and visiting intention 25
3.1.5 Moderating effects of susceptibility to interpersonal influence 26
3.2 Research Variables and Operational Definitions 27
3.3 Questionnaire Design 29
Chapter 4 Research Method 32
4.1 Experimental Design and Process 32
4.2 Experimental System and Scenario Design 35
4.2.1 Experimental system 35
4.2.2 Scenario design 35
4.3 Incentive Mechanisms 38
4.4 Pilot Test 39
4.5 Data Collection 40
Chapter 5 Data Analysis 41
5.1 Manipulation Check 41
5.2 Demographic Statistics 42
5.3 Measurement Validation 44
5.3.1 Reliability and validity 44
5.3.2 Common method variance 47
5.4 Hypotheses Testing 49
5.4.1 Testing the main effect in ELM 51
5.4.2 Testing the interaction effect 53
5.5 Discussion 56
5.5.1 Comparing the content type in each condition 56
5.5.2 Comparing the influence to attractiveness 58
5.5.3 The effect of two kinds of susceptibility to interpersonal influence 59
Chapter 6 Conclusions 61
6.1 Summary and Implication 61
6.2 Limitation 64
6.3 Future Research 64
Reference 66
Appendix 72

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