本研究以網路賣家的Facebook粉絲專頁為例，觀察網站溝通效果功能採用情形，探討企業如何與使用者互動，並且觀察其對話溝通策略具體展現於何種特徵中。採用網路公關研究中最常被使用的Kent and Taylor（1998）的對話溝通原則作為主要分析架構，同時將Facebook粉絲專頁之媒介特性一併納入考量，列出資訊有用性、留住訪客、提高再訪率及對話迴路四項對話溝通原則。
在研究對象方面，本研究採《數位時代》2011年所公布的百大人氣網路賣家作為樣本。研究結果發現，研究樣本中有76%的網路賣家有設置粉絲專頁，其中以商品消費頻率高、流行性強的產品類別遠比其他類型產品的賣家較多設置Facebook粉絲專頁。在對話溝通策略的表現上，對話迴路作為最常用的溝通策略具體展現了Facebook粉絲專頁之高互動特性。
綜合觀看網路賣家的Facebook對話性溝通策略表現，其經營操作上日形成熟，社群機制逐漸完整。不僅僅只是提供產品訊息及企業串連網址，搶先一步於粉絲專頁上發佈新品上市或促銷優惠，讓粉絲獲得第一手資訊；主動出擊舉辦粉絲專屬活動，包括猜謎、搶答、尋寶等互動遊戲，甚至提供桌布、電子賀卡下載，增加使用者對粉絲專頁的興趣與參與感。
互動性遊戲是所有策略中引起使用者各項互動最為顯著的溝通策略。大多數網路賣家粉絲專頁所設計的互動性遊戲作法是將Facebook獨有的折扣優惠與吸引粉絲的問題結合，能夠鼓勵使用者互動，品牌不僅能獲得具有價值的意見回饋，品牌的發文內容也會自使用者回應滲透到使用者的社交網絡，提高曝光度。

The current study extends the exploration of online relationship building by examining how Business Next top 100 online sellers use the popular social network site Facebook to assist dialogic communication with their fans.
A content analysis of Facebook fan pages maintained by Business Next top 100 online sellers (n=100) and individual posts which posted on those pages (n=2804) examined the use of dialogic features within the Facebook fan pages as well as the individual.
The contraction process of social networking sites effectiveness indexes used literature review and content analysis. Those indexes were revised by reexamining the circumstances of Facebook. Four dimensions of indexes were “Usefulness of information”, “Generation of return visits”, “Conservation of return visits”, and “Dialogic loop”. 25 indexes were developed.
Results indicated that online sellers which manage Facebook fan pages (76%) employed the dialogic strategies of dialogic loop mostly (M=16.76). It presents the highly interactive of Facebook fan pages. Interact games on Facebook fan pages which combine asking interesting questions and special discounts are significantly related with user responses.

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 .............................................................................................. 7
第二章 文獻探討 ............................................................................................................................. 9
第一節 Facebook與Social Networking Sites........................................................ 9
第二節 網路對話溝通五大原則 .............................................................................. 19
參、研究方法 .................................................................................................................................. 27
第一節 內容分析法 ...................................................................................................... 27
第二節 研究樣本 .......................................................................................................... 30
第三節 建構類目與分析單位 ................................................................................... 30
第四章 研究結果 ........................................................................................................................... 36
第一節 網路賣家Facebook粉絲專頁之設置現狀 ........................................... 36
第二節 網路賣家Facebook對話性溝通策略表現 ........................................... 39
第三節 對話性溝通策略與粉絲人數差異分析 ................................................. 44
第四節 使用者互動 ...................................................................................................... 51
第五章 結論與建議 ...................................................................................................................... 55
第一節 研究結論 .......................................................................................................... 55
第二節 研究限制與建議 ............................................................................................ 60
第六章 參考書目 ........................................................................................................................... 62
附錄一、網路賣家樣本名單 ...................................................................................................... 69
附錄二、編碼表 ............................................................................................................................. 75

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