在網路世界中，新的技術以及行銷手法會很快地被競爭廠商仿效，使網站間的差異性創造不易，因此品牌忠誠度較為脆弱。台灣曾經是全球Facebook使用人數成長率最高的國家，兩個月從七十萬使用者成長三倍到兩百八十萬人至今更成長至近千萬使用人口。當品牌可以輕易在Facebook開設自己的粉絲專頁後，如何能夠吸引更多粉絲，並獲得粉絲的忠誠度是品牌社群最重要的課題。
　　本研究將社群特性區分為社群品質、社群體驗、社群意識及社群轉換成本四個次構面，探討其交互關係，並採用結構方程模式，探討社群特性、忠誠度及持續參與意圖三大構面之關係，以量化資料加以驗證。
　　本研究以Facebook網站上各類型之品牌粉絲專頁作為研究對象，共蒐集606份樣本，使用LISREL與SPSS進行SEM資料分析，以檢驗研究模型與假說。研究結果發現社群特性存在有中介模式性質並會互相影響，社群品質可透過社群轉換成本會間接影響忠誠度，而忠誠度則非常顯著正向影響持續參與意圖。社群轉換成本對忠誠度之轉換率不盡理想，但社群品質可以有效提升社群轉換成本，進而提高社群使用者的忠誠度，因而轉換成本仍是關鍵因素。

In the world of Internet, new technology or marketing strategies can be easily duplicated by competitors. As a result, there are little differentiating factors between the various websites. Hence, brand loyalty is hardly achieved. Taiwan used to have one of the highest growth rates in the Facebook community; the number of users quadrupled to 2.8 million within a short span of 2 months, and it has achieved nearly 10 million users to date. Now that brands can create their own fan page on the Facebook effortlessly, the more important issue is the ability to attract more fans and build brand loyalty.
This paper classifies the community features into quality, experience, community sense and switching costs, followed by understanding their co-relations. We adopt the Structural Equation Modeling to explore the relationships amongst community features, loyalty, and continuance intention.
The population used in this research consists of the Facebook fan page of various brands, with 606 samples in total. We adopt LISREL and SPSS to perform SEM analysis to verify the research model. The results have shown that community features are inter-related with the existence of intermediary pattern. Community quality is affected by switching costs and indirectly affects loyalty, and it is very apparent that loyalty has a direct impact on continuity preference. While switching costs has little direct impact on loyalty, higher community quality will create higher switching costs, thus improving user loyalty.

第一章 緒論1
第一節 研究動機與背景1
第二節 研究目的2
第三節 研究架構與流程3
第二章 文獻探討5
第一節 理性行為理論 5
第二節 虛擬社群與品牌社群7
第三節 社群特性12
第四節 忠誠度20
第五節 持續參與意圖 22
第三章 研究方法24
第一節 研究架構24
第二節 研究變數的操作型定義24
第三節 研究假設25
第四節 問卷設計27
第五節 研究範圍與對象30
第六節 資料分析方法 30
第四章 研究結果與分析32
第一節 問卷發放與回收情形32
第二節 描述性統計分析35
第三節 因素分析38
第四節 信度分析39
第五節 相關分析40
第六節 驗證性因素分析41
第七節 假設驗證分析 45
第五章 結論與建議49
第一節 研究結果49
第二節 管理意涵與建議51
第三節 研究限制54
第四節 未來研究建議 55
參考文獻57
附件一 論文問卷65
附件二 各構面之因素分析69

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