社群網站不僅改變人們日常生活的資訊傳播與聯繫互動方式，其所推出的Facebook粉絲專頁亦把電子商務融入社群要素，並將以往的經營模式創新為社群商務。然而，隨著Facebook粉絲專頁的發展，數量不斷成長的粉絲會員與粉絲專頁快速地創造了大量資訊內容。資訊過載現象不但造成使用者難以根據興趣而找到所偏好的內容，社群商務經營者也逐漸無法精確掌握消費者的需求。為了建立更有效率的社群商務之推薦基礎，本研究以Facebook粉絲專頁作為研究標標的，將研究區分為“社群資訊內容性質屬性與組成關聯”、“社群使用者於Facebook粉絲專頁活動關鍵特徵”與“社群商務消費者網路價值結構”三個研究觀點。首先，為了瞭解Facebook粉絲專頁的相異性質與特徵，本研究藉由1,373筆Facebook粉絲專頁進行K-means集群分析。研究結果共產生4個不同特徵集群，並依其性質進行命名與定義，依序為功能性的影音資訊類、低討論度的影音娛樂類、高度認同的名人演藝類、熱門討論的食尚旅遊類。其次，為了瞭解使用者的偏好與需求，本研究將42,953筆Facebook粉絲專頁使用者資料，以兩階段分群法進行偏好集群。研究結果共產生7個關鍵特徵族群，分別為低調潛水型粉絲、資訊蒐集型粉絲、健康時尚型粉絲、視覺淑女型粉絲、知識閱讀型粉絲、消費購物型粉絲、高調活躍型粉絲。最後，為了瞭解社群商務消費者的消費心理歷程與內心價值感受，本研究以方法目的鏈理論為結構基礎，並輔以階梯訪談、內容分析法、蘊涵矩陣與價值知覺圖進行探究。研究發現，先前研究所指出的社群技術、溝通互動與商務活動三大類別屬性，可進一步細分為12項屬性。而消費者從中獲得10項消費結果與8項心理性價值。此外，消費者所追求的心理性價值較著重於享樂人生、冒險刺激、安全感。研究結果的發現，不僅有助於社群商務經營者更瞭解Facebook粉絲專頁的特徵集群、使用者的偏好與需求、消費者的網路價值結構，亦可幫助社群商務經營者制定更有效應用於Facebook粉絲專頁的營運與行銷策略方針。

Social networking sites not only change the ways of spreading communication and how people interact. Facebook pages blend E-Commerce into social networking and create Social Commerce based on their past management styles. However, as Facebook pages develop through time, fast-growing fans and fan pages rapidly produce huge amounts of digital content. Information overload can become an obstacle for users when they want to find preferred content. Meanwhile, it would be more difficult for business owners in Social Commerce to keep track of consumers’ needs. In order to establish a more efficient basis of recommendation in Social Commerce, this study uses Facebook pages as a research target. The research is divided into three perspectives. During the first perspective, in order to understand the different traits and features of the Facebook pages, this author conducted a K-means cluster analysis with 1,373 Facebook pages. The study produces four clusters with different characteristics, all of which are named and defined according to their qualities. The four types of pages are the “functional video and audio informational pages,” “audio and video entertainment with low discussion pages,” “high-identifying celebrity pages”, and “food and travel with active discussion pages.” During the second perspective, in order to understand the preferences and the needs of users, this study divided the data of 42,953 users of Facebook pages, based on their preferences, using two-stage cluster sampling. The results of this study show 7 clusters, each with their differences and key characteristics, namely the “Lurk Fans”, “Informational Fans”, “Health and Beauty Fans”, “Visual Ladies Fans”, “Intellectual Reader Fans”, “Consumption and Shopping Fans”, and the “Highly Active Fans.” During the third perspective, in order to understand the psychological process and the sense of value of the consumers in Social Commerce, this study examined the data using Content analysis, and the structure of this study was based on the Means-end chains theory. In the study, there are three categories -social technologies, community interactions and commercial activities. Based on these categories, social commerce can be divided into 12 platform attributes, where consumers yield 10 consumption consequences and 8 psychological values. Among them, consumers value more the aspects of “Fun and enjoyment of life,” “Excitement,” and “Security.” The findings help business owners of Social Commerce to better understand the clustering features of Facebook pages, the preferences and the needs of users, value structure of internet of consumers of Social Commerce and help business owners of Social Commerce to draft better promotional and operational strategies than can be applied efficiently on Facebook pages.

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