In recent years, along with the prevalence of social networking sites, the illustrators of Wretch have accordingly transferred to new community platform. These illustrator’s fan pages have become popular through viral marketing. Many companies have spotted enormous business opportunities and then worked with illustrators to boost sales by combining illustrators and commercial products. By utilizing a research model of relationship quality, online word-of-mouth, purchase intention and perceived value, the purpose of study is to explore whether fans would purchase the product endorsed by their favorite illustrators or other peripheral products. The finding show that relationship quality is positively related to online word-of-mouth and had an indirect effect on purchase intention. Online word-ofmouth and purchase intention are positively correlated. In addition, perceived value is positively related to relationship quality, online word-of-mouth, and purchase intention. The main contribution of this research is in proposing a new research model and also discovering the importance of customer perceived value to the hedonic value of products.
Proceedings of the 2016 IEEE/ACM International Conference on Advances in Social Networks Analysis and Mining (ASONAM 2016), pp.1135-1142