隨著社群網站使用人數的增加，愈來愈多企業或品牌漸漸投入其中建立企業形象，利用的就是網路口碑的效果。然而，每位使用者的個人特質卻不盡相同，對於社群網站上網路口碑活動的進行亦會有不同的效果。本研究欲探討(1) Facebook上口碑行為之特性。(2)使用者在Facebook上進行口碑活動的動機。(3)人格特質對於Facebook上口碑活動的影響。(4)不同的情境因素對於Facebook上口碑活動的影響。
研究結果顯示，獨特性需求較高的Facebook使用者較有利於群體外口碑的進行；在情境因素的方面，使用者較喜歡分享非商業來源以及與自己利益相關的訊息；最後，本研究亦發現不同人格特質的使用者在Facebook上進行口碑活動的動機亦不相同。
關鍵詞：口碑、Facebook、人格特質、情境因素、焦點團體訪談、線上調查，社群網站。

As the number of users grows, more and more companies and brands use Facebook to shape their own images. What they want is “Word of Mouth (WOM). However, each user has his/her own characteristics, and it might affect the WOM activities on Facebook. This research try to (1) explore the traits of WOM on Facebook, (2) find users’ motivations of WOM behaviors on Facebook, (3) figure out what kind of characteristics might influence the WOM activities on Facebook, and (4) find some situational factors that have impacts on WOM activities on Facebook.
The results show that (1) users who have high needs of uniqueness likes to share WOM to out-group members, (2) users prefer to share non-business messages and the messages which are related to their own benefits, (3) users with different characteristics have different motivations of WOM activities on Facebook.
Keywords: Word of Mouth, Facebook, Characteristics, Situational Factors, Focus-group Interview, On-line Survey, social network site.

摘要 I
ABSTRACT II
目錄 III
圖次 V
表次 V
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 4
第三節 研究流程 4
第二章 文獻回顧 5
第一節 社群網站(SOCIAL NETWORKING SITES, SNS) 5
一、 社群網站的特性 5
二、 使用者使用社群網站的動機 8
第二節 口碑效果(WORD OF MOUTH) 8
一、 何謂口碑？ 8
二、 口碑的演進 10
三、 口碑的類型 13
第三節 網路口碑(ELECTRONIC WORD OF MOUTH, E-WOM) 13
第四節 口碑與人格特質 15
一、 人格特質與口碑的分享 16
二、 人格特質與口碑的接收 17
第五節 小結 18
第三章 焦點團體訪談 20
第一節 研究方法與架構 20
第二節 研究設計與研究變數 21
第三節 研究結果 23
一、 Facebook上的口碑活動類型 23
二、 使用Facebook的動機 24
三、 影響Facebook上口碑活動之情境因素 26
四、 影響Facebook上口碑活動之人格特質 27
第四章 線上調查 29
第一節 研究方法與架構 29
第二節 研究設計與研究變數 30
一、 三種人格特質之測量 30
二、 口碑傳遞範圍之測量 32
三、 調查針對情境變數按讚與分享意願之題項 34
四、 進行口碑活動之動機與基本資料之測量題項 35
第三節 研究結果 36
一、 樣本結構 36
二、 信度分析 37
三、 研究問題之結果分析 42
第五章 結論與建議 52
第一節 研究結論 52
第二節 研究貢獻 54
一、 理論貢獻 54
二、 實務貢獻 55
第三節 研究限制 56
第四節 延伸研究 57
參考文獻 58
附錄一：問卷 65
附錄二：焦點團體訪談之詳細內容 69

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