近年來由於社群網站的興起，企業開始利用社群平台建立一條與消費者連結的新管道。在台灣，Facebook是使用比例最高的社群網站，企業也因此積極經營Facebook粉絲專頁，以增加與消費者溝通互動的機會，並鞏固長久的顧客關係。
Facebook中的溝通與互動都立基於最基本的「訊息（內容）」和「粉絲（人）」上，本文亦從這兩種基本元素切入，分別探討不同粉絲族群之間對於訊息的偏好程度。因此，本研究以過去學者在訊息的研究架構包含訊息的呈現方式（生動性與互動性）、訊息內容類型以及訊息發佈時間點三大構面作為架構，同時歸納過往文獻對於粉絲族群的分類方法，將粉絲分為18至24歲男性、25至34歲男性、18至24歲女性以及25至34歲女性四類，進一步探討訊息構面對這四種粉絲族群的溝通效果，並且以Facebook上的按讚、留言及分享作為分析依據。
本研究除了延伸過往學者在Facebook訊息的研究，加入了人的元素一起分析，發現四種粉絲族群在訊息的呈現方式、內容類型與發佈時間點下，其互動程度確實存在著差異，像是18至24歲女性最容易分享利益性內容；25至34歲男性最不容易在週末時段對訊息按讚和留言。此外，部分研究結果也與過去學者的論點有所差異，例如，無論是那一類型的粉絲族群，在週間忙碌時段的互動行為反而多過週間非忙碌時段。因此，本研究希冀透過分析結果，幫助企業在經營Facebook品牌粉絲專頁時，能先釐清該專頁的組成粉絲，進而針對不同粉絲族群採取不同的訊息發佈策略。

Due to the rising of the social network sites, more and more entrepreneurs begin to operate it as the channel which can communicate with consumers. In Taiwan, the research in 2014 showed that there are more than 15 million active users browsing Facebook every month. It’s the highest proportion all over the world. Thus, entrepreneur actively engaged in Facebook brand pages, hoping it can enhance the chance to communicate and interact with customers. Then, they can build long-term and stable relationships.
Interaction and communication both are based on “message” and “fans”. Thus, this paper focuses on the preference between different message types and different fan groups. Taking the past research architectures, we manipulate the presented way (vitality and interaction), content (informative and entertaining) and even the timing operators post. We also separate fan groups at the same time. There are four fan groups which are 18 to 24 years old male, 25 to 34 years old male, 18 to 24 years old female and 25 to 34 years old female. Based on fans’ like, comment and share behaviors, we dedicate to compare the communication effect among message types and fan groups.
This study not only extends the research about Facebook message in the past, we also add the factor of fans into analysis. The result shows in message presented way, content and the timing operators post; there exists the different preference among four fan groups. For example, 18 to 24 years old female are more easily to share profitable content, and 25 to 34 years old male don’t used to like and comment any kind of message during weekend. Besides, there are still some results are unexpected from some scholars, like no matter which kind of fan group you are, the interaction in workday peak hours are more frequent than workday off-peak hours. As a result, this study provides a new reference framework of the follow-up scholars from an academic standpoint. In practice, it provides a reference to entrepreneurs that they should clarify who are the target fans first, then posting the right message to the right people.

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