The Effect of Message Presentation on the Message Forwarding Intentions of Facebook Users

Abstract

Computers and the Internet have changed people’s lifestyles, and the number of Internet users increases with the progress of Internet technology. This study focused on Facebook, which is the most representative social media on the Internet, and discussed fan page posts, including their contents, ways of message presentation, and message forwarding intentions. What are the essential elements that arouse people’s interest?This study conducted a questionnaire survey among 365 Facebook users and used regression analysis and two-way ANOVA to examine the related hypotheses. The findings are as follows: (1) Message usefulness had a positive correlation with message forwarding intention on Facebook. (2) Message playfulness had a positive correlation with message forwarding intention. (3) With high message practicality and interest, text added to audio and video had a more significant impact on the willingness to reproduce the message than other presentation methods.