Characteristics of the Sample and Study Context
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. Of the 202 respondents,
105 were females (52%) and 97 were males (48%). The age range of the sample was 15–45 years old. 122 were
students (60%) and 80 were with full-time job (40%). 111 were with bachelor degree (55%) and 79 were with
master degree (39%) showed in Table 1.