粉絲專頁自 2007 年創立之後，至 2015 年已超過 150 萬個企業設置欲進行品
牌溝通(Xie & Lee, 2015)，以然成為現今最熱門的行銷手法，然而，隨著時間的
演進，目前可以看到許多品牌粉絲專頁發佈各式不同的貼文，除了與品牌直接相
關之資訊之外，也不難看到粉絲專頁推播與產品無關但與品牌有相關連結的貼文，
甚至是完全不相關的有趣圖文與影片，另外，基於社群媒體的特性是互動行為，
且當產品類型在網路出現讓界線變得模糊之後，本研究也欲探討不同產品類別的
粉絲專頁是否會讓消費者有不同的參與互動意願，有鑑於此，本研究將以 3(發文
一致性程度：高度、中度、低度)*3(粉絲專頁產品類別：搜尋品、經驗品、信任
品)之 9 個實驗組別，共招募有 Facebook 使用經驗樣本 540 人。本研究發現粉絲
專頁若因應其類別來推播適合的貼文會引貣消費者較高的行為反應，其中經驗品
推播高一致性貼文會有較高互動意願，而信任品推播高一致性貼文則會產生相反
結果，表示並非一昧地發布一致性高或是一致性低的貼文即可提升消費者的互動
意願，此外，研究結果也發現互動意願較高則可引發較高的品牌態度，且當消費
者對品牌涉入程度高時，也會有較多的互動行為。雖然目前有許多的企業創立粉
絲專頁來行銷，但效果卻不如預期，本研究結果將可提供品牌粉絲專頁經營者做
為營運參考，讓貼文發揮最大效益。

Since Fan page found in 2007, it has become a popular marketing techniques.
Recently, we can see different brand Fan page posts, include directly related to the
brand, or not related to the brand. However, there have not been studies to investigate
the impacts of congruity of brand posts. Therefore, the study aims to examine whether
post congruity effects customers’ behaviors and attitude. A 4 (Congruity posts) x 2
(Product types) factorial experiment was conducted and a total of 540 Facebook users
participated. The results indicate that different strategy should be taken for different
product types while posting status on facebook fanpage. Experience goods with high
congruity posts, as well as credence with medium and low congruity posts, will
positively influence consumers’’ intention of interaction. This study also indicates that
higher interaction will have a positive influence towards brand attitude

摘要 ................................ ................................ ................................ ..................... II
Abstract Abstract Abstract ................................ ................................ ................................ ............... III
第一章 緒論 ................................ ................................ ................................ ............ 1
第一節 研究背景與動機 ................................ ................................ ................ 1
第二節 研究目的與問題 ................................ ................................ ................ 3
第二章 文獻探討 ................................ ................................ ................................ .... 6
第一節 虛擬社群、媒體 ................................ ................................ ........ 6
第二節 一致性理論 ................................ ................................ ........................ 8
第三節 產品類別 ................................ ................................ .......................... 14
第四節 參與互動之意願 ................................ ................................ .............. 18
第五節 涉入程度 ................................ ................................ .......................... 20
第六節 品牌態度 ................................ ................................ .......................... 24
第三章 研究方法 ................................ ................................ ................................ .. 26
第一節 研究架構 ................................ ................................ .......................... 26
第二節 研究假說推論 ................................ ................................ .................. 27
第三節 樣本與實驗設計 ................................ ................................ .............. 31
第四節 研究變項定義與衡量 ................................ ................................ ...... 31
第五節 實驗刺激與前測 ................................ ................................ .............. 33
第四章 資料分析 ................................ ................................ ................................ .. 42
第一節 敘述性統計分析 ................................ ................................ .............. 42
第二節 問卷信效度 ................................ ................................ ...................... 47
第三節 假說驗證 ................................ ................................ .......................... 48
第五章 討論 與結討論 與結................................ ................................ ............................. 56
第一節 研究發現 ................................ ................................ .......................... 56
第二節 研究貢獻意涵 ................................ ................................ .................. 59
第三節 研究限制與未來建議 ................................ ................................ ...... 62
參考文獻 ................................ ................................ ................................ ............. 64
附錄 ................................ ................................ ................................ .................... 74

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