隨著網際網路的發展，加上行動裝置普及，逐漸改變消費者的生活習慣，也改變了企業傳遞資訊給消費者的方式。現今企業常利用網路社群網站作為提升企業競爭力的策略。本研究將探討Facebook粉絲頁的訊息內容如何影響粉絲線上的參與行為 (例如：按讚、分享)，及了解粉絲按讚及分享的參與行為是否能夠轉換成具有實質價值的購買行為。透過文獻探討建立研究模型並採用迴歸分析進行驗證，經由231 個Facebook 粉絲頁的貼文內容與銷售資料，得知照片特徵對粉絲參與行為具有正向影響；低程度的產品資訊及明顯促銷資訊的貼文對粉絲按讚行為有負向影響。此外，僅有促銷資訊的貼文對於實際銷售具有正向影響。研究顯示，實際銷售和粉絲參與有負向關係。成功將FB粉絲導往銷售網站進行購買的貼文，其對粉絲按讚及分享的行為有負向影響。本研究試圖發掘在FB粉絲頁中粉絲參與之影響因素，以提供實務上之建議。

Following the development of internet and smartphones, consumers’ lifestyle has changed. And this has also changed the way companies deliver information to customers. In recent years, enterprises use the internet community websites such as Facebook to enhance the competitive advantages. This study aims to examine how the content communicated by company Facebook Fan Pages can influence consumers’ online participation (e.g. likes and shares), and how consumers’ participation in online community activities may influence their buying. By collecting and anlyzing fan page posts and sales data from one case company, the results indicate that characters in the photo could have significantly positive effects on fans’ participation; posts with low product information or sales information would have significantly negative effects on fans’ participation. Besides, only posts about sales information would have significantly positive effects on the company’s actial sales. Results also show that fans’ participation sale could have significantly negative effects on sales. These findings can provide some practical suggestions for effective online marketing strategies.

目錄
摘要 i
Abstract ii
目錄 iii
表目錄 v
圖目錄 v
第一章 緒論 1
1-1 研究背景與動機 1
1-2 研究目的與問題 3
第二章 文獻探討與假設建立 4
2-1 社群網站與 Facebook 粉絲頁 4
2-2 FB粉絲線上參與行為 7
2-3 粉絲頁訊息內容設計 8
2-3-1 產品資訊程度 9
2-3-2 意見領袖 10
2-3-3 促銷活動資訊 11
2-3-4 圖片與圖片主角 12
2-3-5 視覺色彩呈現 14
2-4 粉絲參與和商品銷售 15
第三章 研究方法 17
3-1 研究架構 17
3-2 研究假說 18
3-3 研究變數定義與衡量 19
3-3-1 研究變數定義 19
3-3-2 依變數的衡量 24
3-4 研究對象 26
3-5 資料蒐集 27
3-5-1 Facebook資料蒐集 27
3-5-2 網站銷售資料蒐集 28
3-6 資料分析方法與工具 28
第四章 研究分析與結果 30
4-1 敘述性分析 30
4-1-1 貼文基本資料 30
4-1-2 貼文內容特徵 31
4-1-3 粉絲參與和實際銷售 32
4-2 多元迴歸分析 33
4-2-1 迴歸模型說明 33
4-2-2 各變數影響程度探討 36
4-3 假設檢定 40
第五章 結論與建議 42
5-1 研究發現 42
5-2-1 貼文特色與影響 42
5-2-2 粉絲參與及影響 45
5-2-3 實際銷售與影響 46
5-2 研究結論 46
5-3 管理意涵 47
5-3-1 品牌型粉絲 47
5-3-2 消費型粉絲 48
5-4 研究貢獻 48
5-5 研究限制與未來研究方向 49
第六章 參考文獻 51

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