近幾年來，隨著Web2.0的興起，社群媒體的發展也愈發蓬勃與多樣。社群媒體的出現除了為企業提供與消費者互動的渠道，其互動特性也讓消費者參與由被動轉為主動，因此，企業希望鼓勵他們的顧客不要只是被動地消費內容，更要積極主動地評論，甚至是創建新的內容，進一步達到擴散的效果。然而，品牌雖在社群媒體上投入大量的行銷資源，但由於社群平台的普及與多元化，消費者容易被大量的訊息給淹沒，因此品牌需要有效設計貼文內容以吸引消費者的目光，促進消費者參與。本研究欲探討在社群媒體上，不同內容類別的貼文與品牌熟悉度是否會造成消費者參與有程度上的差異，以及品牌熟悉度是否會干擾貼文類別與參與行為之間的關係。
本研究首先透過內容分析法進行貼文的分類，再以問卷調查法進行量化研究，共計回收480份問卷，扣除1份無效問卷後，一共回收479份有效問卷。以迴歸分析、單因子變異數分析與二因子變異數分析等統計方法進行假設驗證後，本研究發現參與行為之消費與貢獻層面會受到貼文類別差異與品牌熟悉度的影響，但其與貼文類別之間的關係並不會受到品牌熟悉度的干擾。據此，社群媒體經營人員在規劃粉絲專頁的內容時，可以以帶有資訊性質的貼文為主，或是透過加強品牌的曝光增進消費者對品牌的熟悉度，進一步增進消費者的參與行為。

With the rise of Web2.0, the development of social media is flourishing and diverse over the past few years. The emergence of social media provides enterprises with interactive gateway with consumers; its interactivity also converts consumers' engagement from passive to active. Therefore, enterprises encourage their customers to not passively consume, but to actively comment, even create new content to achieve the diffuse effect. However, although brands invest abundant marketing resources on social media, consumers are easily drowned in massive information due to the universalness and diversification of social platforms. As a result, brands should appropriately design the post content to attract consumers' attention and promote the engagement. This study explored whether the differences of post content and brand familiarity on social media would affect the degree of consumers' engagement; and whether brand familiarity would influence the relevance between content types and engagement behavior.
This study first categorized the posts by content analysis method, then conducted the quantitative research by questionnaire survey. Four hundred and eighty questionnaires were collected; one invalid questionnaire was excluded, finally a total of four hundred and seventy nine questionnaires were effective. The test of research hypothesis was executed by regression analysis, one-way ANOVA, and two-way ANOVA. The study found that the consumption and contribution of engagement behavior would be affected by the differences of content type and brand familiarity. Relationships between content type and engagement are not moderated by brand familiarity. Accordingly, social media managers could draft informative posts as a focus or increase the consumers’ brand familiarity by enhancing the brand exposure to boost their engagement behavior.

摘要-----I
ABSTRACT-----II
謝誌-----IV
目錄-----V
圖目錄-----VI
表目錄-----VII
縮寫表-----VIII
第一章 緒論-----1
第一節 研究背景與動機-----1
第二節 研究問題與目的-----4
第三節 研究流程-----4
第二章 文獻回顧-----6
第一節 貼文內容類別-----6
第二節 參與行為（ENGAGEMENT BEHAVIOR）-----9
第三節 品牌熟悉度（BRAND FAMILIARITY）-----13
第三章 研究方法-----16
第一節 研究架構-----16
第二節 研究工具與資料-----16
第三節 貼文篩選-----17
第四節 問卷設計-----28
第五節 前測施行與分析-----31
第六節 資料分析方法-----35
第四章 研究結果-----38
第一節 敘述性統計分析-----38
第二節 研究假說驗證-----44
第三節 彙整與討論-----51
第五章 結論與建議-----56
第一節 研究發現-----56
第二節 研究貢獻與建議-----57
第三節 研究限制與未來研究方向-----59
參考文獻-----61

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