社群網站深深影響現代人的互動、工作與玩樂，也改變人們消費產品與品牌的方式，其中以創立於2004年的臉書最受使用者青睞。許多企業將社群網站納入重要的行銷策略，如透過臉書進行宣傳，或設置臉書粉絲專頁，塑造生動品牌形象、打造網路口碑、吸引潛在客戶點擊貼文連結，並與顧客建立個人化且直接的關係，使顧客與品牌有所連結，進一步建立有利於企業的顧客品牌關係。
過去有關企業品牌粉絲專頁的研究，多著重於社群經營技巧或口碑效益，較少探討社群媒體對品牌及顧客關係投資之影響，因此，品牌如何透過粉絲專頁與顧客互動，強化顧客之關係投資，創造正面的效益，為本研究主要探討的方向。本研究以關係投資模型為理論基礎，探討企業透過臉書粉絲專頁，以不同廣告價值的貼文與顧客互動，如何影響顧客之直接關係投資與間接關係投資，而顧客的關係投資，能否進一步影響顧客的品牌忠誠，另外也檢視品牌形象是否干擾不同廣告價值貼文對於顧客關係投資的影響。
本研究以9（品牌形象：3功能性 vs. 3象徵性 vs. 3經驗性）×2（產品類型：服鞋 vs. 食品）之組間實驗設計來檢驗假說，為反應真實品牌的活動頻繁，以及張貼貼文的時間動態性，以受測者對於品牌形象和貼文廣告價值的衡量值來分析，並以專頁中對貼文按讚的粉絲作為研究對象。結果發現：（一）資訊性、娛樂性、互動性價值能提升顧客之直接關係投資；（二）資訊性與互動性價值能提升顧客對品牌之間接關係投資，但娛樂性貼文沒有顯著影響；（三）顧客對品牌的直接關係投資與間接關係投資愈高，對品牌之忠誠度愈高；（四）品牌形象確實干擾貼文廣告價值對於關係投資的作用。本研究結果可對品牌粉絲專頁、關係投資模型、廣告價值提供理論意涵，並作為企業經營粉絲專頁之參考。

Social networking sites (SNS) deeply influence human’s lives and change the ways of consumption of products and brands. In Taiwan, Facebook has become the most popular SNS, and the Facebook fan pages are also becoming the crucial marketing tools. Businesses can set up their fan pages with the purpose of establishing brand image, enhancing online awareness, connecting with existing consumers, and building the consumer-brand relationship which is beneficial to business.
The main aim of this study is to explore the best strategies for companies to interact with consumers on fan pages. We infer that the use of fan page posts with different advertising value by companies might affect the interaction between brand and consumers. If suitable advertising value is appealed, it will increase the consumers’ relationship investment to the brand. And we believe the higher level of relationship investment would lead to the higher level of consumer’s brand loyalty. Besides, we assume that the brand image would moderate the effects of advertising value on relationship investment.
Our study used the experiment method to test hypotheses. We conducted a 9（brand image : 3 functional vs. 3 symbolic vs. 3 experiential）x 2（product type: clothes and shoes vs. food）between-subjects design. In order to reflect the true situation of fan pages operation, we used the measurement scores of advertising value and brand image of subjects to analyse. And research sample was set to the fans who have clicked the like button of the posts, and we totally collected 360 valid samples.
The analytical results revealed that: (1) the higher informative, entertaining and interactive post value is, the higher consumers’ direct relationship investment will be. (2) The higher informative and interactive post value is, the higher consumers’ indirect relationship investment will be, but the entertaining post value won’t significantly influence the indirect relationship investment. (3) Both of the direct and indirect relationship investments positively influence the consumers’ loyalty toward the brand. (4) Brand image moderates the effect of post value on the direct and indirect investments. Our research results make theoretical contributions to communication tactics in brand fan pages, relationship investment model, and advertising value, as well as provide practical suggestion for companies to manage fan pages.

摘要 i
Abstract ii
目錄 iv
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 研究問題 4
第四節 研究目的 5
第二章 文獻探討 7
第一節 臉書粉絲專頁 7
一、臉書粉絲專頁相關研究 8
二、參與線上品牌社群之利益分析 10
第二節 廣告價值 11
第三節 顧客品牌關係 15
一、關係的概念 15
二、關係行銷 16
三、顧客品牌關係 17
第四節 顧客品牌關係投資 18
一、關係投資模型 18
二、關係投資模型相關研究 19
二、小結 21
第五節 品牌形象 21
一、品牌形象的定義 21
二、品牌形象的分類 22
第三章 研究架構與假說推導 25
第一節 研究架構 25
第二節 研究假說 26
一、廣告價值與關係投資 26
二、顧客關係投資與品牌忠誠 28
三、品牌形象之干擾效果 29
第四章 研究方法 33
第一節 樣本、實驗設計與程序 34
第二節 實驗刺激與前測 35
一、前測一 35
二、前測二 39
第三節 變數衡量 47
一、自變數 47
二、中介變數 48
三、應變數 48
四、干擾變數 49
五、控制變數 49
第四節 分析效果 50
一、研究樣本組成 50
二、變數平均值、標準差及量表信度分析 53
三、假說驗證 54
第五章 結論與建議 69
第一節 研究發現與討論 69
第二節 理論意涵 74
第三節 實務意涵 76
第四節 研究限制與未來研究方向 78
第六章 參考文獻 80
附錄 96

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