隨著科技的進展，現今的人際互動已不像過去，僅是透過傳統電話、紙本信件或是面對面的溝通始得進行。各類資訊物件的多元化，不論是電腦、平板或是智慧型手機，甚或是各種隨身智慧裝備，讓傳統溝通大量地被網路及行動裝置所取代。民眾最常使用的網路功能以上網路社群的比例最高，在台灣Facebook更是被廣泛使用的社群溝通軟體。企業可透過經營粉絲專頁以拓展品牌或企業聲譽，而個人更可藉由各種訊息方式加強與朋友間的互動。因此，本研究欲探討Facebook使用者在不同的訊息溝通方式，包含「按讚」、「文字留言」及「貼圖留言」之行為探討。
本研究以理性行為論(Theory of Reasoned Action)、科技接受模式(Technology Acceptance Model，)及使用者反應(User Reaction)為理論基礎，探討Facebook用戶對按讚、文字留言及貼圖留言之認知易用性、認知有用性及使用者反應對使用態度的影響。研究顯示，(1)三種訊息類型在認知易用性、認知有用性及使用者反應上對使用態度都有正向影響。(2)在使用態度上，較喜歡以文字方式回應他人；而接受訊息時，更願意獲得文字或貼圖留言。(3)在貼圖留言的使用上，有性別差異。

With the development of technology, human interactions can be completed and different from the past only through traditional phones, snail mail and vis-a -vis communication. Internet and a variety of mobile devices including pcs, tablets, smart phones and pocket-sized gadgets replace greatly traditional communications. Thus,social group websites are playing significant roles. Among them, Facebook is one of the most frequently visited by users. Taiwan is no exception. Companies promote their brands and reputation by organizing the Page. People deliver messages to strengthen their connections. Therefore, the research focuses on Facebook users’ various message types, which are Like, Comment and Sticker.
This research is based on Theory of Reasoned Action , Technology Acceptance Model and User Reaction to explore perceived ease of use, perceived usefulness as well as reponse about the effects on user’s attitude of the three types : Like, Comment and Sticker. The three types exercise significant effect on perceived ease of use, perceived usefulness as well as user’s attitude response. Verbal reply is preferred on user’s attitude; words and stickers are more acceptable as received messages. There’s gender difference on using sticker.

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