||In the recent years, social media becomes a new way to improve marketing and business management. As far as customers are concerned, social media becomes the major sources of information. However, how to meet customers demand in the highly competitive environment and how to build the relationship between companies and customers are becoming the valued business issues of social media. This study integrates social media and information technology to explore the value proposition of expanding marketing 3.0, including cognition value, affection value, social value and autonomy value. This study is to deeply discover the demand values and consistency of fan page interaction.
There are 582 valid responds collected for analysis by partial least squares (PLS). The results show that the factors affecting fan page interaction are attitude, subjective norm and perceived behavioral control, but the main factor is attitude. Moreover, the valid responds collected has distributed to 3 different levels of interaction group, low, medium and high. As the result, the low level interaction group has responded most effectively with attitude in cognition value. Also, it is remarkablely affecting continuance intention in both affection value and social value for all levels. For autonomy value, high level interaction group has the most confidence about perceived behavioral control.
The fan page demand is constructed by cognition value, affection value, social value and autonomy value. And affection value, social value are the mainly factors to impact continuance intention of interaction. Therefore, companies can according to the industry peculiarities to execute the four values when marketing in the fan page. In addition, the result of this study can help enterprises manage their marketing strategy and also be useful for future academic research.