近年來，社群媒體蓬勃發展所帶來的各式創新，在許多層面都深深的影響著我們的生活。其中社群網站因為能夠讓成員彼此溝通、傳遞訊息而成為成長最為快速的社群媒體。Facebook即是現今最大的社群網站平台，除了具有社群網站的基本功能之外，其對平台資訊獨特的分享功能，大大的改變了資訊的傳遞。而其中特有的「官方粉絲專頁」功能，成為企業與大眾溝通的全新渠道。
過去在學術上對於粉絲專頁多探討使用者與粉絲專頁互動較前端的行為，如：探討加入動機、使用意圖、交易成本等。鮮少探討加入後粉絲專頁內容帶給使用者的影響。而粉絲專頁的特點在於企業利用其功能與使用者進行溝通、互動，也就是企業利用此平台與使用者進行雙向的資訊傳遞、交流，進而提升其品牌形象及購買意願，而其所帶來的影響與企業期許廣告所帶來的效果具有高度的相似性，因此本研究欲探討過去的廣告型態是否存在於Facebook粉絲專頁上，並進一步了解其廣告效果。
首先藉由文獻探討推論出可能存在於粉絲專頁貼文的廣告類型，再利用實際分類確立並修正粉絲專頁貼文之廣告分類表。最後進一步進行廣告效果分析，研究結果顯示在廣告總效果、廣告態度及購買意願中，「一般式」、「推薦式」粉絲專頁貼文類型皆優於「報導式」粉絲專頁貼文類型；在購買意願中，「一般式」、「推薦式」粉絲專頁貼文類型皆優於「社群互動式」粉絲專頁貼文類型。
研究結果可供後續研究者對於粉絲專頁貼文之廣告類型進行探討與修正，以及有助於企業對於粉絲專頁貼文的設計規劃，企業可以將貼文依所需類型並且結合自己的品牌調性進行設計，藉此獲取更高的廣告效果。

Social media brings all kinds of innovation, which impacting our life massively. Social networking sites let users can communicate with each other, send message, even build personal network. All of these special functions let it becomes popular. Facebook is the greatest Social networking site, it not only has all kinds of basic function, but unique information sharing function, which attracting many users. One of the special functions “Fan Pages” becomes a whole new channel for enterprise to interact with users.
In recent years, scholars usually focused on the beginning of users facing the fan pages such like: motives of participating, users’ intentions, and transaction costs. Fewer scholars discuss about the feeling when users see the fan pages content. It is a key point that enterprises use it to communicate with users and try to improve the brand image and purchase intention. Enterprises hope to use fan pages to get the same goal as using advertisements. So in this research we want to realize the correlation between fan pages and advertisement, to see the original advertising show up on fan pages or not. And take one step ahead to know the advertising effect.
At first we use literature to make an inference try to figure out what kind of advertisement are possible to show up on fan pages. Second, we select three main fan pages to verify the advertisement category. Third,analyze the advertising effect. The results show that normal style and endorsement style are better than advertorial style on total effect and purchase intention; normal style and endorsement style are better thansocial interactive style on purchase intention.
Research results can let scholars extend the study about the fan pages content and revise advertisement category of fan pages content. Not only to be a further research theme but also a material for enterprises. Enterprisescan use it and combine with their own styleto acquirebetter advertising effect.

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二、 中文文獻
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