This study aimed to investigate the dual routes of consumers’ decision-making processes on behavioral change toward purchase on Facebook fan pages using the Prototype Willingness Model. The two routes are: 1) a reasoned path (beliefs, attitude, subjective norms, behavioral intention, and behavioral change); and 2) a social reaction path (attitude, subjective norms, prototype image, behavioral willingness, and behavioral change). Data were collected via online surveys completed by 1,131 Facebook fan page users. The results of data analysis confirmed that the dual routes of decision making occur simultaneously. Both the cognitive (information source, social interaction ties, fan page design characteristics) and affective (entertainment) components of belief influence consumer attitudes toward Facebook fan pages in the reasoned path route. The dual routes of consumers’ decision-making processes on Facebook fan pages have significant impacts on behavioral change toward brand purchase. The study provides a foundation for future research investigating Facebook as a marketing tool, and suggests strategies for fan page designers.
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