價值共創 (Value Co-creation) 是嶄新的商業策略，也是企業與顧客的新興互動模式，其強調產品或服務的價值不再是由企業單獨提供，而是由企業與顧客共同創造。然而，過去學者對於價值共創的量化研究較為短絀。
　　因此，本研究以Facebook粉絲專頁作為價值共創平台，將企業價值共創的基礎原則歸納為激勵機制、體驗策略、社群互動性等來進行探討。根據上述企業的價值共創原則發展研究模型，試圖解釋企業的價值共創原則對顧客的態度及參與行為所造成的影響及彼此之間的關係。
　　本研究以企業或品牌所經營的Facebook粉絲專頁的使用者為研究對象，發放網路問卷進行調查。研究結果顯示：(1)企業的價值共創原則中，激勵機制的「樂於助人」、「體驗策略」、社群互動性的「管理員與社群之間的互動性」皆與顧客的價值共創「態度」有顯著地正向關係；(2) 顧客的價值共創「態度」與顧客參與的「資訊分享」、「合作行為」、「忠誠度」皆有顯著地正向關係。因此，本研究認為企業在透過虛擬社群平台與顧客進行價值共創時，可以藉由以上價值共創原則影響顧客的態度，進而影響顧客參與的程度，以提高競爭優勢。

　　Value co-creation, a new business strategy and a new interactive way between enterprises and customers, emphasizes that value is not only provided by enterprises, but also created by both enterprises and customers. However, few studies have investigated value co-creation with empirical data in the electronic commerce research context. Therefore, this study uses “Facebook pages” as a platform of value co-creation between enterprises and customers, and generalizes the principles of enterprises’ value co-creation which include motivate mechanisms, experience strategy and community interactivity. In accordance with these principles, the study also develops a research model to explain the impacts of motivate mechanisms, experience strategy and community interactivity on customers’ attitude and customer participation in value co-creation processes.
　　This empirical study conducted a questionnaire survey of the users of Facebook pages which are managed by enterprises. The results reveals that some of co-created principles which are “enjoyment in helping others” in motivate mechanisms, experience strategy, and “organizer-to-community interactions” in community interactivity have significant effects on customers’ attitude when enterprises try to co-create value with customers. Besides, customers’ attitude toward value co-creation also has a significant effect on each dimensions of customer participation. Implications of these findings for the principles of value co-creation between enterprises and customers are discussed.

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