在日常生活中社群媒體越來越不可或缺，人們使用社群媒體來進行交流互動，品牌也利用社群媒體來行銷宣傳。然而，過度使用情況下，可能會導致用者產生疲累及壓力，對身心造成負面影響，這種負面影響可稱作為社群媒體倦怠。過去研究中，社群媒體倦怠通常在探討用戶參與自身經營的社群，與朋友進行社交互動時，會因哪些因素而產生社群媒體倦怠。此篇研究將著重在品牌建立的社群，以參與品牌社群進行討論，了解用戶進行參與時，因哪些品牌因素，產生社群媒體倦怠，產生後，會採取哪些行為以減緩倦怠及負面影響。

With the Interest being advanced, social media becomes more indispensable in human beings’ live. Not only do users make use of social media to communicate and connect with others, but brands take advantage of social media in order to promote, advertise and increase its fame. However, brands overuse social media, which may cause users getting negative impacts, such as tiredness, anxiety, pressure, and so on. Those negative phenomena are called social media fatigue. In previous studies, social media fatigue was discussed in the self-engagement just like browsing friends’ posts, uploading the latest news, sharing information, and chatting with friends. Those studies tried to clarify whether users could get social media fatigue when doing self-engagement in social media. As a result, the paper differs from previous studies. It will focus on online brand community engagement, explore situations when users engage in online brand communities, and figure out what factors made by brands may result in users’ social media fatigue.

陳蘊芳、郭憲誌與林孟彥，2017。社群參與之活化。管理學報，第三十四卷第四期：529-555。
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