網路使用者每天花費在社群網站上的時間越來越多，使得社群網站裡面隱含了越來越多的宣傳商機，因而社群行銷的議題越來越受到企業的重視。其中Facebook的粉絲專頁是各品牌用來與消費者互動不可或缺的管道，透過粉絲專頁，品牌無非希望能有越多人看到自己的訊息，達到最高的曝光量。粉絲專頁的訊息要如何在消費者塗鴉牆上眾多的訊息中吸引到消費者的目光，甚至願意更進一步的主動去分享跟品牌有關的訊息，是粉絲專頁經營者需要思考的地方。

本研究利用兩個方法來探討粉絲專頁的訊息內容對Facebook口碑行為的影響。首先使用內容分析法，以企業經營的官方粉絲專頁作為研究對象，蒐集並分析粉絲專頁之發文來探討訊息內容不同是否會影響Facebook使用者對於該則訊息按讚、留言與分享的差異。在實驗設計的部分，除了訊息類型外還加入訊息屬性與廣告訊息涉入這兩個變數來探討這些因素是否也會對Facebook使用者的口碑行為造成影響。

研究結果發現(1)訊息類型對於按讚、留言與分享並沒有顯著的影響(2)使用多媒體的訊息會顯著影響按讚、留言與分享這三種口碑行為(3)有包含互動性的訊息對於留言數有顯著影響(4)當商業訊息搭配高人氣、非商業訊息搭配抽獎活動時會有較高的Facebook口碑行為。(5)當非商業訊息搭配抽獎活動時，廣告訊息涉入的程度較高。(6)對非商業訊息來說，廣告訊息涉入程度在訊息類型、訊息屬性及Facebook口碑行為之間具有部分中介的效果。

The fact that net citizens spend more and more time on social network site causes these sites to hide more and more publicities, so social media marketing attracts more attention to enterprises. Among them the fan page in Facebook is a necessary method for different brands to interact with consumers, with this method brands can get more exposure through fan page. Therefore the fan page operators need to think about how to attract consumers from their countless messages on post wall as well as share regarding messages voluntarily.
This article uses two methods to discuss the influence of message content on fan page to Facebook WOM behavior. The content analysis sets enterprise official fan page as study object, and discusses whether different message contents will influence like, comments and share by collecting and analyzing posts of fan page. The experimental design discusses apart from message types, whether message attributes and advertising message involvement will also influence the WOM behaviors of Facebook users.
The results are as following: First, Message type have no significant influence on like, comment and share; Second, using multimedia messages will influence WOM behaviors of like, comment and share; Third, interactive messages have significant influence on comment numbers; Fourth, WOM behaviors will be higher when commercial messages are with high popularity and non-commercial messages with lottery draws; Fifth, advertising message involvement is higher when non-commercial messages are with lottery draws; Sixth, advertising message involvement has partial intermediation with message type, message attribute and Facebook WOM behaviors.

目錄
論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 4
第三節 研究目的 5
第四節 研究流程 6
第二章 文獻探討 7
第一節 社群媒體與社群網站 7
第二節 Facebook與粉絲專頁 9
第三節 網路口碑 12
第四節 病毒行銷 13
第五節 涉入 15
第三章 內容分析法 18
第一節 研究方法與研究架構 18
第二節 研究樣本 19
第三節 研究結果 27
第四節 討論 32
第四章 實驗設計法 34
第一節 研究假說與研究架構 34
第二節 研究設計 38
第三節 變數定義與衡量 39
第四節 研究結果 42
第五章 結論 53
第一節 研究結論 53
第二節 研究貢獻 56
第三節 研究限制 57
第四節 未來研究建議 58
參考文獻 60
附錄1 問卷(商業-控制組版本) 63
附錄2 問卷(商業-朋友按讚版本) 65
附錄3 問卷(商業-高人氣版本) 67
附錄4 問卷(商業-抽獎版本) 69
附錄5 問卷(非商業-控制組版本) 71
附錄6 問卷(非商業-朋友按讚版本) 73
附錄7 問卷(非商業-高人氣版本) 75
附錄8 問卷(非商業-抽獎版本) 77

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網路部分
1、孫傳雄 (2009)。Facebook行銷大補帖。取自http://blog.chinatimes.com/tomsun/archive/2009/10/09/439653.html
2、Checkfacebook (2013)取自http://www.checkfacebook.com/
3、eMarket (2012) What social followers want? 取自http://www.emarketer.com/Article.aspx?R=1007476
4、Hitwise (2013) Top 10 Social Media Websites 取自
http://www.experian.com/hitwise/online-trends-social-media.html
5、Insightxplorer創世紀 (2012)「ARO網路測量研究」。取自
http://news.ixresearch.com/?p=6153
6、socialbakers(2013) 取自
http://www.socialbakers.com/facebook-pages/brands/taiwan