如今網路社群媒體已漸漸成為一般消費者搜尋產品資訊或服務項目的重要管道之一，而又以Facebook最為普遍，現許多企業或品牌多在Facebook中設立粉絲專頁，成為品牌與企業與一般大眾溝通的渠道。
故本研究方向主要利用收集真實的企業粉絲專頁訊息內容，透過訊息傳遞是使用真實或虛擬代言人、訊息內容利益類型、等各項因素來探討檢測其與消費者企業溝通的效果。本研究內容共收集了2家台灣電信品牌粉絲專頁中的訊息，核計1128則，經過STATA迴歸模型Count指令得出結果。結果呈現出使用真實代言人或虛擬代言人對於電子訊息內容傳遞有明顯的差異產生,而在訊息內容利益部份，在四種訊息內容利益與三種回應方式相比較下,是顯現以享樂型利益訊息傳遞效果最佳。此研究結果將提供後續研究者與企業對於粉絲專頁貼文訊息的探討與修正，有助於企業對於粉絲專頁貼文內容的設計與規劃，藉此獲取更高的企業溝通傳遞效果。

In the current Social media gradually becomes one of the main channels for consumers to search for product and service information, particularly Facebook. We see that enterprises and brands have already setup fan pages on the Facebook as the channel to communicate with the public.

Therefore, this research studies a number of factors which affect consumer communication effectiveness through collecting fan pages’ messages, including virtual spokespersons versus real spokespersons, message content type of interest, etc. A total of 1128 messages were collected from the fan pages of 2 different Taiwan telecom service providers. Analysis was conducted through the Count command of the STATA regression model. The results show that there are large differences in using virtual spokespersons and using real spokespersons for consumer communication. Regarding message content type of interest, we have compared 4 types of message contents and 3 types of responses. It is found that the enjoyment type of interest has the best communication effect. These research results will be useful to researchers and enterprises for investigation and correction in the future. The results will also help enterprises plan and design their messages on the fan pages with the targets to achieve higher effectiveness of communication.

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