現今，社群媒介已逐漸成為消費者搜尋產品或服務資訊的重要管道之一，其中又以 Facebook 最為廣泛。因為 Facebook 粉絲專頁是成本小效益高的推廣媒介，故愈多的企業已藉由在 Facebook 中粉絲專頁的設立,傳遞各種訊息給「粉絲」，進行企業與消費者、消費者與消費者間的溝通，以增加品牌曝光度、訊息傳遞及推廣效益。故本研究主要利 用真實的粉絲專頁訊息內容，透過訊息內容豐富度、訊息內容利益類型、以及訊息發佈時間等因素來檢測其與消費者傳遞電子口碑之間的關係。本研究共蒐集 10 家台灣美妝品牌粉絲專頁中的訊息，共計1,186 則，透過負二元名義迴歸模型得出結果。結果顯示，內容豐富度越高之訊息，其電子口碑傳遞的機會也越高；而在訊息內容利益類型部分，在四種訊息內容利益相比較之下，是以享樂型利益訊息效果為佳；至於訊息發佈時間方面，部分顯著影響口碑傳遞。研究結果將提供社群網絡服務經營者實務上以及學者後續相關研究上之參考。

Nowadays, social media gradually becomes an important channel for searching information about products/ services for consumers, especially Facebook as the most widely used. It is because that companies could use Facebook fan pages to promote their products/ services, and communicate with customers/ potential customers with lower costs. The purpose of this study is to determine the correlation between content factors (richness, benefits components and time frame) and word-of-mouth (likes, comments, and shares) by using real data of Facebook fan pages. An empirical analysis using negative binomial regression model is conducted based on 1,186 Facebook posts gathered from the fan pages of 10 Taiwanese cosmetics brands. Results suggest the more richness of the content, the more likes and comments it gains. Moreover, comparing among four benefits components, hedonic benefits is the most effective type of content that affect word-of-mouth most. As for publication time of the content, it is partly significantly influencing word-of-mouth. The research result will provide Facebook fan page managers for their practices and future research is discussed as well.

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