在過去的十幾年來，互聯網快速的膨脹與應用，其對資訊傳播的技術方式與模式則不斷豐富和多樣化，在如此的環境當中，生活周遭上所有的人、事、物全都無法逃離互聯網這的巨大漩渦，被緊密的串聯在一起；而隨之產生的社群媒則是目前影響最鉅的其中一環（如：目前的社群媒體龍頭Facebook），它改變了人們對傳統社交思維模式上的認知、也轉換了人們對資訊接受的方式、更大大改變了企業對行銷的方式與策略。社群媒體具有龐大的巔覆和改變的能力，無論是否為大企業或者是知名品牌，懂得善用社群媒體做行銷，即便是小眾或個人也能在這兵家必爭之地中佔有一席之地。可想而知，社群媒體不單單僅是做為一個銷售網路平台如此的單純，其真正的意涵是因為它將消費者的購買行為徹底地扭轉，這才是它最重要的價值。
本研究採用「Uses and Gratifications (U&G) theory」U&G理論做為模型基礎，結合來自於Ko et al. (2005)和Park et al. (2009)等人所提出的滿足因素，對使用者進行使用飯店Facebook粉絲專頁滿意度對消費意願之調查。
研究結果顯示：1. 資訊對飯店Facebook粉絲專頁滿意度有正向影響。2. 便利對飯店Facebook粉絲專頁滿意度有正向影響。3. 娛樂對飯店Facebook粉絲專頁滿意度有正向影響。4. 社交聯繫對飯店Facebook粉絲專頁滿意度有正向影響。5. 用戶使用飯店Facebook粉絲專頁滿意度對參與飯店消費意願有正向的影響。
研究報告的結果亦提出相對應的改善方針和建議，供後續研究者、飯店業者等做為參考。

In the past decade or so, the rapid expansion and application of the Internet has diversified and enriched the technology and methods with which information is disseminated. In today’s world, everyone and everything is inextricably linked to the Internet. The rise of the Internet has led to the creation of social media, and this is currently the part of the Internet that exerts the most influence (an example is Facebook, the largest social networking service in the world). Social media has changed people’s perspective on traditional social interaction, changed the way people receive information, and significantly changed corporate marketing methods and strategy. Social media has a very strong ability to overturn and change things. Not only can large corporations or well-known brands use social media for marketing, but small organizations and individuals can also find a place in this hotly contested field. Social media is not merely a sales network platform, but has also completely transformed consumers’ purchasing behavior. This is social media’s greatest value.
The study is based on Uses and Gratifications (U&G) theory and combined with the satisfaction factors proposed by (Ko et al., 2005; Park et al., 2009). The purpose of this study was to investigate the gratification factors that increase user satisfaction of hotels’ Facebook fan pages and to ascertain how user satisfaction affects purchase intention to a hotel.
The findings of the study showed：(1) Information gratification is positively associated with users’ satisfaction with the hotel’s Facebook fan page. (2) Convenience gratification is positively associated with users’ satisfaction with the hotel’s Facebook fan page. (3) Entertainment gratification is positively associated with users’ satisfaction with the hotel’s Facebook fan page. (4) Social interaction gratification is positively associated with users’ satisfaction with the hotel’s Facebook fan page. (5) Users’ satisfaction with the hotel’s Facebook fan page is positively associated with purchase intention to the hotel.
According to the conclusion of this research, we purposed some suggestions to the enterprise and researcher as a reference.

論文審定書....................................................................................................................... i

摘要.................................................................................................................................. ii

Abstract.......................................................................................................................... iii

目錄................................................................................................................................. iv

圖目錄............................................................................................................................. vi

表目錄............................................................................................................................ vii

第一章 緒論.................................................................................................................... 1

第一節 研究背景與動機................................................................................................ 1

第二節 研究目的........................................................................................................... 3

第三節 研究流程........................................................................................................... 4

第貳章 文獻探討............................................................................................................ 5

第一節 資訊.................................................................................................................. 5

第二節 便利.................................................................................................................. 6

第三節 娛樂.................................................................................................................. 7

第四節 自我表達........................................................................................................... 7

第五節 社交聯繫........................................................................................................... 8

第六節 使用者滿意度與消費意願................................................................................. 8

第參章 研究設計.......................................................................................................... 10

第一節 研究架購與假設.............................................................................................. 10

第二節 操作型定義與衡量方法................................................................................... 12

第三節 問卷抽樣計畫.................................................................................................. 20

第四節 前測分析......................................................................................................... 21

第五節 資料分析方法.................................................................................................. 34

第肆章 資料分析與討論.............................................................................................. 38

第一節 樣本特性分析.................................................................................................. 38

第二節 信度分析......................................................................................................... 48

第三節 效度分析......................................................................................................... 50

第四節 效度分析......................................................................................................... 56

第五節 使用飯店臉書粉絲專頁之滿意度與消費意願之分析....................................... 60

第六節 人口統計變數分析.......................................................................................... 64

第伍章 結論與建議...................................................................................................... 86

第一節 研究討論......................................................................................................... 86

第二節 管理意涵......................................................................................................... 93

第三節 研究限制與後續研究建議............................................................................... 95

參考文獻........................................................................................................................ 98

附錄 研究問卷............................................................................................................ 103

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