本研究採網路問卷調查法，針對男性流行時尚雜誌粉絲專頁成員做為研究對象，以顧客價值理論為基礎，調查男性流行時尚雜誌粉絲專頁上之內容類型如何影響成員的顧客價值，進而提升品牌愛慕與購買意圖。
研究結果指出粉絲專頁的娛樂性及知識技巧性內容會正向影響社群成員功能性、享樂性、象徵性、成本犧牲性與社交性價值，而產品資訊性內容只對功能性價值與象徵性價值有顯著效益。此外，除了功能性價值，社群成員的享樂性、象徵性、成本犧牲性與社交性價值將正向影響品牌愛慕，並進一度提升其購買意圖。本研究剖析了各種資訊內容類型對社群成員的效益影響，提供未來品牌企業在操作內容行銷策略的實務參考。

This study take men’s fashion magazines fans page members as research subject. We based on the customer value theory and investigate how the men’s fashion magazines fans page content affect member’s customer value, and thus enhance brand love and purchase intention .
The results indicate that entertainment or knowledge and expertise content have a significantly positive effect on member’s functional, hedonic, symbolic, cost/sacrifice and social value. However, product informative content only have a significantly influenced functional value and symbolic value. Besides, except functional value, member’s hedonic, symbolic, cost/sacrifice and social value have a significantly positive effect on brand love, and also enhance the purchase intention. This study analyzes the benefits of the various types of content for fans page members, provides corporation useful suggestions for content marketing in the future.

論文審定書 ⅰ
謝誌 ⅱ
中文摘要 ⅳ
英文摘要 ⅴ
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的與問題 5
第二章 文獻探討 6
第一節 男性流行時尚雜誌產業 6
第二節 內容行銷 8
第三節 顧客價值理論 15
第四節 品牌愛慕 28
第五節 購買意圖 31
第六節 資訊內容與顧客價值、品牌愛慕、購買意圖之關係 32
第三章 研究架構與假說 35
第一節 研究架構 35
第二節 研究假說 36
第三節 研究設計 39
第四節 研究對象與抽樣方法 40
第五節 操作性定義與問卷設計 40
第六節 衡量題項與來源出處 44
第四章 研究結果分析 50
第一節 描述性分析 50
第二節 信效度檢定 55
第三節 研究假說驗證 62
第五章 研究討論 67
第一節 資訊內容對於顧客價值的影響 67
第二節 顧客價值對品牌愛慕的影響 69
第三節 品牌愛慕對購買意圖的影響 71
第六章 結論與建議 72
第一節 結論 72
第二節 研究貢獻 73
第三節 研究限制與建議 75
參考文獻 77
附錄 93

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