資策會產業情報研究所（2014）調查發現，高達81%的消費者在購物前，有使用網路搜尋口碑訊息的習慣，且根據「2014年網路趨勢報告」指出，未來網路的核心是內容＋社群＋商務。因此，對企業而言，透過社群操作接觸消費者，勢必為最重要的行銷管道之一。Facebook粉絲專頁與Line官方主頁皆是提供一個平台讓企業宣傳品牌活動、產品訊息、促銷優惠。透過企業對消費者、甚至消費者對消費者間的溝通，進而建立一個雙向、互惠的互動渠道。故本研究欲透過Facebook粉絲專頁與Line官方主頁這兩大社群媒介，探討不同媒介與不同的訊息呈現內容，對於消費者傳遞網路口碑的意願。根據五大產業中在Facebook粉絲專頁與Line官方主頁中表現優良的品牌作為研究對象，蒐集共十個品牌專頁，共計1,096則訊息，並透過負二元名義迴歸模型得出研究結果。發現，在按讚數方面以Facebook粉絲專頁較具有影響力；在留言數、分享數方面，以Line官方主頁較具有影響力。而訊息呈現內容方面，以休閒訊息的影響力最高。

A survey which was conducted by Institute for Information Industry (2014) found that about 81 percent of consumers have habits for using Internet to search word of mouth messages before shopping, and according to "2014 Internet Trends Report" pointed out that the core of the future network is content, social media and business.For the enterprises, social media must be one of the most important channel to reach customers. However, Facebook Fan Pages and Line Official Account are both a platform for all companies to promote the brand, product information and promotions.Through business-to-consumer, and even consumer-to-consumer communication, the two platform establish a two-way, mutually beneficial interaction channels. The purpose of this study is to determine the correlation between medium/ content factors and word-of-mouth by using real datas of Facebook Fan Pages and Line Official Account. This is an empirical analysis that using negative binomial regression model conducted based on 1096 posts from Facebook Fan Pages and Line Official Accounts , total 10 pages spread across five industries. Results suggest that Facebook Fan Page has a more influence on likes, and Line Official Account has a more influence on comments and shares. Moreover, relaxation message is the most effective type of content that affect word-of-mouth.

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III.參考網站
1.《30》雜誌 (2012)，「LINE告訴你，免費底下商機在哪裡」，取自：
http://www.30.com.tw/article_content_20611.html
2.Facebook官方網站 (2015)，「什麼是Facebook粉絲專頁」，取自：
https://www.facebook.com/help/174987089221178/
3.KPCB (2014)，「2014年網路趨勢報告」，取自：
http://www.kpcb.com/internet-trends
4.Line官方網站 (2015)，取自：
https://partner.line.me/zh_TW;jsessionid=4FFB5424C9D6B2C946064BD646D586B8
5.資策會 (2014)，「網路社群口碑需求」，取自：
http://mic.iii.org.tw/intelligence/pressroom/pop_pressFull.asp?sno=366&cred=2014/8/5