隨著網路科技迅速發展，從初期的Web一直到電子商務(E-commerce)，直至目前最受矚目的社群商務(Social Commerce)，企業透過網際網路進行與消費者直接互動，獲取及時需求資訊，已經成為主要趨勢。過去在進行網站設計時會較偏重系統上的方便性及易用性，企業與使用者之溝通模式屬於單向溝通，以企業傳遞資訊予使用者為主。時至今日，在設計網站時，除了要維持良好的系統流暢度外，更是注重與使用者間的互動關係，企業與使用者開始以雙向模式溝通，注重即時訊息及回饋，更準確地提供服務。而在網站的經營上，由於有眾多設計要素，難以全方面顧及，故網站的經營應著重那些因素也成為企業面臨到的一大難題。
本研究以社群商務設計模型為基礎，探討企業經營Facebook粉絲專頁所著重之要素，透過作者客觀觀察各粉絲團經營狀況以獲取關鍵績效指標，以：關注度、參與度及傳播度作為評分依據，說明企業著重因素與經營績效間之關係，觀察之粉絲專頁樣本數共250家。
研究結果發現企業在經營粉絲專頁上應注重內容相符性、提供產品諮詢、發文數、連結、焦點話題、要求按讚或提出問句、邀請使用應用程式及鼓勵回覆等分析指標，並且依照不同產業之特性，進行各指標之搭配，才能真正提升經營社群粉絲專頁之績效，進而提升對於企業之實質效益。
依照研究結果，建議現有社群網站經營者及未來將設立社群網站之企業，得以視不同產業在眾多網站設計要素中應著重之要素，選擇最適合自家企業之方式來經營，提升社群網站之經營績效，以達到與顧客較佳的互動模式。

With the rapid growth of network technology, from Web2.0, E-commerce, to the latest popular issue Social Commerce, there’s a trend that there’re more companies taking closely look in this area, and actively interacting with their consumers so as to gather the latest news, which is contrary to the past strategy the companies used. Nowadays, when it comes to website-designing, not only should they care about the fluency of the systems, but knowing how to interact with the users. For example, companies have to pay more attention to what the customers said and cared, and respond to their opinions as soon as possible. However, when designing the website, there are many factors that must be considered. So the problems arise, which factors should they care when running the website?
Hence, in this study, Social commerce design model and other variables are discussed and selected to form the research model. The goal of the study is to find out the main factor that affect the performance of Facebook business fan page and users’ participation. Samples of 250 collected by observing.
The result showed that when operating the fan page, content profile, online question asking, news feed, connection, topic focus, participation and applications are the elements companies should focus on, so as to get best effect of the company.
Based on the result, suggestions are as followed: Considering the different industry the company may in, those who want to manage the community website should find out the key operating element of the industry so as to raise the operating performance, and strengthen the relationships with the customers.

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 研究範圍4
第四節 研究流程4
第五節 論文結構5
第二章 文獻探討6
第一節 社群商務6
第二節 個人9
第三節 交談10
第四節 社區11
第五節 商務12
第六節 一般設計特點13
第七節 績效評估17
第三章 研究設計18
第一節 研究架構及模式18
第二節 操作型定義及衡量方法20
第三節 抽樣計畫32
第四章 資料分析34
第一節 樣本敘述性統計35
第二節 個人36
第三節 交談43
第四節 社區53
第五節 商務67
第六節 趣味性87
第七節 績效評估92
第八節 功能使用差異之影響101
第五章 結論與建議116
第一節 結論116
第二節 管理意涵134
第三節 研究限制135
參考文獻136
附錄140
附錄一 企業粉絲專頁研究樣本名單140
附錄二 編碼手冊147

一、英文部分
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二、中文部分
李全興，2012 年5 月3 日。電影的社群行銷—如何炒熱粉絲團：http://tw.marketing.campaign.yahoo.net/emarketing/contentF4.php?main=A01&sub=B02&tri&literary=483

Facebook官方網站，Facebook專頁貼文衡量指標：https://www.facebook.com/help/336143376466063/

徐嘉謙，2013年7月26日，2013企業社群行銷趨勢解析-以臉書專頁為例， 資訊工業策進會-創新應用服務研究所。

三、網路資源
Douglas Karr, Infographic: The Real Cost of Social Media, July 2011, Marketing Tech Blog: http://www.marketingtechblog.com/infographic-the-real-cost-of-social-media/

Fisher, E. Social design. Facebook Developers, 2010. Available at developers.facebook.com/socialdesign.

Kevin Allen, “7 Statistics That Can Raise Your Facebook Engagement”, Apr 2014, Pr Daily: http://www.prdaily.com/Main/Articles/16473.aspx

Stephan Eyl, “TOP 10 Facebook KPIs – Critical Review”, Oct 2012, fanpage karma: http://blog.fanpagekarma.com/2012/10/30/kpis-overview/?sw=1

《數位時代》雜誌2013年百強粉絲團調查之調查清單：https://docs.google.com/spreadsheet/ccc?key=0Ai1iq9d0o3KudEFmRE8waXFWNUdsRHhBY29LbVFPMkE#gid=0