Relationship Between Facebook Fan Page and Trust of Fans

  • Yu-Hsiu Hung
  • Chia-Hui FengEmail author
  • Chung-Jen Chen
Conference paper
Part of the Advances in Intelligent Systems and Computing book series (AISC, volume 1026)


This study explored the influence of fan pages on the fans’ trust, and the changes in users’ trust in fan pages through online interaction, communication and sharing. This study used online questionnaire and collected 231 valid samples. Among those, 158 respondents joined 1 to 50 fan pages (68.4%); 192 respondents joined these fan pages for more than one year (83.1%). Young and middle-aged users have higher degree of acceptance of the online community, most of the fan pages are design to attract young people. The most common type of fan page is about brands or commodities (122 people, 50.8%), followed by restaurants, stores or sightseeing spots (106 people, 44.2%). This study used stepwise regression to analyze the questionnaires. The results showed that community communication and sharing have a positive relationship with the trust of fan pages, and the influence of community interaction on the trust of fan pages is insignificant.


Social media Facebook Facebook fan page Trust level 


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Copyright information

© Springer Nature Switzerland AG 2020

Authors and Affiliations

  1. 1.Department of Industrial DesignNational Cheng Kung UniversityTainan CityTaiwan R.O.C.
  2. 2.Department of Creative Product DesignSouthern Taiwan University of Science and TechnologyTainan CityTaiwan R.O.C.
  3. 3.Department of Visual Communication DesignSouthern Taiwan University of Science and TechnologyTainan CityTaiwan R.O.C.

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