線上社群媒體的出現，對於人們社交生活有很大的改變。全球最受歡迎的社群網站Facebook已經突破十億位用戶，而台灣也深受其影響。由2013年4月的數據指出，台灣是亞洲使用Facebook比例最高的國家。企業也因此積極經營品牌粉絲專頁，希望能藉此增加與消費者的溝通互動，並建立長久的顧客關係。

在Facebook平台上，溝通與互動都必須建立在訊息上。過去學者曾多方探討過Facebook的訊息特性，不過仍欠缺一完整架構。因此，本研究整理過去學者的研究架構，並且以經營良好之品牌粉絲專頁為樣本，分別就整體、個別的訊息差異及溝通效果進行比較。探討訊息生動性、訊息互動性、訊息內容、訊息時間是否會影響粉絲們的按讚、留言及分享行為。本研究以正在討論數最高的八個品牌粉絲專頁為樣本，於2014年1月1日至4月4日之間蒐集456篇訊息樣本，並以SPSS 18進行多變量變異數分析與多重比較法。

本研究有部分結果與過去學者不同。例如，中度互動性的訊息可以顯著比低度互動性訊息獲得較高的留言數；而低度互動性訊息所獲得的按讚數、分享數卻顯著高於中度互動性的訊息。也就是說，在經營粉絲專頁時，要增加按讚數、留言數或分享數可能需要分別使用不同的訊息特性。此外，本研究也發現，在不同產業之間的相似訊息變數上，彼此獲得按讚、留言與分享數可能有明顯的差異。因此，本研究認為在經營Facebook品牌粉絲專頁時，並沒有明顯且全體適用的單一策略。必須考量到品牌粉絲專頁的經營績效目標，以及不同產業、產品和訊息接收者之間的差異。

因此，本研究在學術面，提供後續學者一個較完整的研究參考架構；在實務面，也針對企業在經營Facebook品牌粉絲專頁上提供一些建議。

The emergence of online social media was a huge impact for people's lives. The most popular social networking site, Facebook, has exceeded one billion users, and it was also very popular in Taiwan. By the data in April, 2013 noted that Taiwan had the highest proportion of Facebook user in Asia. Therefore, the companies are actively engaged in brand pages, hoping to increase communication and interaction with consumers and build long-term customer relationships.

On the Facebook, communication and interaction must be based on the messages. In the past, scholars had explored the characteristics of messages on Facebook but still without a complete architecture. Therefore, this study is based on the past research architectures, and we focus on brand pages with good performance, comparing message characteristics of vividness, interactivity, content, and time with fans’ like, comment, and share behaviors. Samples are collected from eight brand pages with 456 messages from January 1, 2014 to April 4, 2014. This study uses SPSS 18 to run multiple analysis of variance（MANOVA）and multiple comparison method.

The results of this study have many unexpected places. For example, moderate interactive messages can get significantly higher number of comments than low interactive message; in the meanwhile, low interactive messages get significantly higher number of likes and shares than moderate interactive messages. That is, the strategy to operating brand pages depends on the goal of likes, comments, or shares. In addition, the study also found a similar message from two different industries which might have different outcome. Therefore, this study suggests that there is no obviously single and all applicable policy. We have to consider the objectives of brand pages, and differences between industries, products and the message recipients.

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 direction of managing a Facebook brand pages.

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