近年來，社群網站服務因線上遊戲而崛起，而後透過實名註冊機制，讓眾多使用者實體與虛擬好友圈能夠因此擴展。而持續發展至今，Facebook 網站使用者除了一般瀏覽好友動態訊息、進行網路遊戲用途外，也開始使用加入各種類型的粉絲專頁。企業界看準這一波商機，陸續開始利用社群網站成為新一代的網路行銷利器，並指派專人致力於經營粉絲專頁。企業粉絲專頁除了要努力吸引使用者加入外，更需要找出影響使用者回應及認同的關鍵因素並設法改善進而提昇購買意願。這也是企業粉絲專頁管理人員需要思考的主要策略，也是讓企業品牌能夠領先他人的重要關鍵。
本研究主要針對經營Facebook粉絲專頁的某筆記型電腦公司為媒介，探討互動性、信任等社群因素及品牌形象、品牌關係品質等品牌因素，是否對筆記型電腦粉絲專頁成員之購買意願帶來影響，並且提供經營粉絲專頁企業經營社群參考建議。本研究研究結論如下所述：
1.「品牌形象」與「互動性」對「信任」有顯著的正向影響。
2.「品牌形象」與「互動性」對「品牌關係品質」有顯著的正向影響。
3.「信任」對「品牌關係品質」有顯著的正向關係影響。
4.「信任」與「品牌關係品質」對「購買意願」有顯著的正向關係影響。

In recent years, the social networking services rises up from its’ online games, and the user’s physical and virtual relationship circle expands through real-name registration system. With the advances, Facebook users can check up on friends’ dynamic messages and play on-line games; moreover, they have started to use various types of fan pages. Opportunities spotted, cooperation has started to use social networking services as the next generation of marketing tools and assigned dedicated personnel to maintain/operate a fan page. The intension is to attract attentions, find out the key factors that affect the page user’s responses and recognitions and to improve and enhance the purchase intention. The conclusions of this research play as the main thinking strategies to cooperative fan pages management and the keys to lead the market.
This study focuses on a laptop manufacture that runs a Facebook fan page as a medium to explore the possibilities if interactive, trust and other community factors, images, Brand Relationship Quality (BRQ) and other branding factors would bring impacts on the page members' purchase intentions or not and provides operative suggestions to the cooperation. The conclusions of this research are listed below:
1.“Brand Image” and “Interaction” bring significant positive impacts to the users’ trusts.
2.“Brand Image” and “Interaction” bring significant positive impacts to the brand.
3.“Trust” brings a significant positive impact to the “BRQ”.
4.“Trust” and “BRQ” bring significant positive impacts to the users’ buying intentions.

誌謝 I
摘要 II
Abstract III
目錄 IV
圖目錄 VI
表目錄 VII
第一章 緒論 1
1.1 研究背景與動機 1
1.2 研究目的 1
1.3 研究範圍 2
1.4 研究程序 3
1.5 論文架構 3
第二章 文獻探討 5
2.1 社群互動性、凝聚力等因素對購買意願影響之研究 5
2.2 品牌形象影響購買意願之研究 10
2.3 品牌形象影響信任與凝聚力之研究 14
2.4 品牌因素與社群因素影響購買意願之研究 18
2.5 互動性對購買意願影響之研究 22
2.6 小結 26
第三章 相關理論與技術 27
3.1 社群網站簡介 27
3.2 互動性簡介 31
3.3 信任簡介 33
3.4 品牌形象簡介 36
3.5 品牌關係品質簡介 37
3.6 購買意願 39
第四章 研究方法 42
4.1 研究架構 42
4.2 研究假設 43
4.3 變數操作型定義及衡量 46
4.4 問卷施測對象與抽樣方法 52
4.5 問卷分析方法 53
4.6 問卷前測 55
第五章 分析與討論 58
5.1 母體樣本結構描述性統計分析 58
5.2 構面因素分析 63
5.3 信度分析 66
5.4 基本資料與各構面分析 69
5.5 迴歸分析 83
5.6 小結 87
第六章 結論與未來研究 91
6.1 結論 91
6.2 未來研究 93
參考文獻 95
附錄：研究問卷 104

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