「臉書」(Facebook)，至今仍是全球使用人數最多的社群網站。Facebook獨創按「讚」(Like) 機制，儼然成為人們為維繫人際關係重要的社群活動。過去的網路行為相關研究皆專注於網頁、部落格或電子郵件平台上；然而，近年來雖開始有學者以Facebook使用者的行為做出相關研究，但迄今鮮少有研究專門針對Facebook使用者按「讚」的行為意圖，並探討臉書上的訊息類型差異對「讚」數量之影響進行探究。

為探究臉書使用者按「讚」的動機與行為，本研究以深度訪談已使用Facebook長達三年以上的使用者，並針對實驗臉書文章進行分類，歸納出使用者在Facebook按「讚」的原因。而後，本研究以動機理論 (Motivational Theory) 與理性行為理論 (Theory of Reasoned Action, TRA)為基礎，透過實驗設計，針對743位大學生的Facebook按讚之行為進行分析與驗證。主要研究結果如下：(一) 享樂動機、功利動機、順從動機、從眾動機及親和動機對按讚態度有正向影響，並進而影響其按「讚」意圖及行為；(二) 主觀規範、按讚態度對按讚意圖有正向影響，並進而影響其按「讚」意圖及行為；(三) 按讚意圖對按讚行為有正向影響，並進而影響其按「讚」意圖及行為。

Facebook has more users than any other social networking site. Clicking the “Like” button has become an important activity in maintaining interpersonal relationships. To explore the motivation and behavior of Facebook users in clicking the “Like” button, in-depth interviews were undertaken with users who had been using Facebook for up to three years or more, and articles concerning the classification experiment, summarized the reasons for Facebook users to click the "Like" button. This study then assessed the behaviors of 743 university student Facebook users and analyzed them according to motivational theory and the theory of reasoned action. The main findings of this research are that: (1) hedonic motivation, utilitarian motivation, compliance motivation, conformity motivation, and affiliation motivation all have a positive impact on attitudes toward “Like”-clicking behaviors, (2) subjective norms and attitudes toward “Like”-clicking behaviors have a positive impact on behavioral intentions, and (3) behavioral intentions have positive impacts on actual behaviors.

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中文文獻
1.林純瑜(2013)，消費者在Facebook按「讚」的動機對消費行為影響之研究─以五大人格特質為中介變數，長榮大學經營管理研究所論文
2.鄭文惠(2013)，以理性行為理論探討資訊科技運用及組織氣候對知識分享行為之影響，國立成功大學工學院工程管理碩士在職專班論文
3.鄭竣丹(2012)，Facebook用戶按「讚」行為之探討，臺灣大學商學研究所碩士論文

網路資料
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http://www.bnext.com.tw/article/view/id/26929