Customer Satisfaction and Purchase Intention of the Store Facebook Fan Pages

Facebook is an online social networking service and as of September 2012, Facebook has over one billion active users. In the context of the store Facebook fan pages, few studies have examined the e-service quality dimensions, information quality and interaction constructs to predict brand image, customer satisfaction and purchase intention. The study attempts to develop the research model to integrate SERVQUAL model with information quality and interaction constructs to understand the users’ behavior on the store Facebook fan pages. To test the research hypotheses, the users on the store Facebook fan pages were chosen as representative subjects. A total of 202 online surveys were voluntarily completed toward one store Facebook fan page. Users of different gender and career don’t influence the perceptions of service quality, information quality, interaction constructs, brand image, customer satisfaction and purchase intention. The users’ age only influences their perceptions of reliability. The user education level is associated with the perceptions of information quality, reliability and customer satisfaction toward the store Facebook fan pages.