校友人數動輒數萬人，遍佈國內外各行各業，不僅是學校重要的經濟支柱，更自然而然成為學校關係中不可忽視的力量。然而，關係的維持需要長期經營，虛擬社群成了品牌溝通與互動的管道，國內多所大學看到社群媒體的趨勢與影響力，紛紛投入經營虛擬校友會，成立以校友服務為主體的Facebook粉絲專頁，連結校友與母校之間的關係。
本研究以關係行銷（Relationship Marketing）的角度，了解虛擬校友會經營對於校友與母校關係以及忠誠度的影響，並以中山大學校友服務中心Facebook粉絲專頁為個案，藉由理論與實證了解中山校友粉絲團經營現況，並就本研究分析給予相關經營建議，期能延伸為組織經營虛擬社群之忠誠度的參考。
本研究與國立中山大學校友服務中心合作，採取網路問卷抽樣調查，在國立中山大學校友服務中心Facebook粉絲專頁上舉辦「填問卷，抽好禮」活動，並以校友資料庫發送網路問卷網址，以蒐羅校友對中山校友粉絲團的認識與建議。
研究結果，關係行銷結合對於關係品質有正向的影響，關係品質對忠誠度有正向的影響，關係行銷結合對忠誠度有正向的影響，亦即虛擬校友會經營的確有助於校友與母校關係維持，及忠誠度之提升，不失為經營顧客關係與忠誠度的有效管道。
但是，關係行銷中的社會性結合對關係品質與忠誠度的影響並不顯著。本研究推測，因 Facebook粉絲團原本即建立於社交網絡基礎之上，因此使用者在Facebook粉絲團裡，即便是與社群或他人建立良好互動，卻難以感受此類的人際互動交流的獨特之處，對於關係品質的感受影響有限，無法有效提高忠誠度。

Thousands of Alumni are in all walks of life in domestic and foreign after graduated. They are not only the important economic supports but also the connections between school and business. However, relationship needs long-term maintenance, and virtual community becomes the brand’s communitive and interactive distributions. In Taiwan, many universities are awared of the trend of community media and established their own virtual alumni associations on Facebook fan page, in order to enhance alumni serving and relationship connecting.
This study is a partnership with National Sun yat-sen University’s alumni service center as a case study, analyzing from relationship marketing view point to realize the influence of virtual alumni association management on alumni loyalty. By academic and empirical exploring to observe the excutive status of NSYSU alumni service on Facebook fan page and provide suggestions as a model to those organizations which willing to manage virtual communities to increase loyalty.
This study is cooperated with NSYSU’s alumni service center, and collected questionaires by the “filled questionnaire, join lottery” activity on NSYSU’s alumni service Facebook fan page. Furthermore, researcher also sent email invitations with the link of online questionarie from alumni database, to investigate alumni’s understandings and recommendations of NSYSU’s alumni service Facebook fan page.
The study outcomes are as following, relationship marketing has positive influence on relationship quality; relationship quality has positive influence on loyalty; relationship marketing has positive influence on loyalty. Which means virtual community does help maintaining relationship between alumni and school, raising the loyalty. It is an efficiency way to manage the customers’ relationship and loyalty.
However, the influence of social bond of relationship marketing strategy on loyalty is not significant. This study conjecture that users can not be awared of the specialties of interactive communications on Facebook fan page since Facebook originally based on the social network. When users feel limited relationship marketing intention and qualities, they can not increase their loyalties.

第一章　緒論 1
第一節　研究背景與動機 1
第二節　研究問題 4
第三節　研究目的 4
第二章　文獻探討 5
第一節　虛擬社群 5
第二節　關係行銷 12
第三節　關係品質 16
第四節　忠誠度 19
第三章　研究方法 22
第一節　研究架構 22
第二節　研究假設 25
第三節　問卷設計 25
第四章　資料分析 34
第一節　人口特質分析 34
第二節　信效度分析 40
第三節　FACEBOOK粉絲專頁使用情形 54
第四節　變異數分析 61
第五節　迴歸分析與假設檢定 68
第五章　結論與建議 77
第一節　研究結論 77
第二節　研究貢獻與實務意涵 79
第三節　研究限制與建議 81
附錄一、參考文獻 83
附錄二、問卷 89

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