Investigating community members' purchase intention on Facebook fan page From a dualistic perspective of trust relationships

Purpose - Currently, many firms have established brand fan pages on various social network sites. The purpose of this paper is to extend the conventional trust theory, which involves only perspective of trust. Design/methodology/approach - This study targeted community members who have purchased tourist packages from travel agencies and have joined the official brand fan pages of the agencies for at least one year. A total of 646 valid samples were collected. Findings - Structural equation modeling was employed to conduct path analyses, and the results show that the seven hypothetical paths proposed in this study are supported by the theoretical model, which exhibited desirable goodness-of-fit. Practical implications - Finally, practical suggestions are offered for community managers. Originality/value - This study was conducted by integrating the models of consumer-to-consumer and business-to-consumer interactions.