隨著網際網路的發展逐漸普及，人們獲取資訊的管道越來越多元，從e-mail、網路論壇、部落格到現今的社群網站，其中又以Facebook較為流行，使用者高達8億，其使用者黏性、即時性、互動性皆很高，許多人在上面分享事情與蒐集資訊；因此許多企業開始將Facebook視為一個與消費者溝通的重要平台，並在上面宣傳其品牌故事，期望藉由社群的分享力量，擴大說故事行銷的效益。
然而，過往的研究多探討故事品質的衡量、故事對消費者面對品牌或產品態度的影響、亦或是以部落格來探討故事行銷對消費者行為意願造成的影響，鮮少有將說故事行銷拓展至Facebook等社群網站上之研究，過往對於如何說一個好故事的量表是否仍適用在Facebook上？如何成為一個在Facebook上大家互相分享轉載的故事？正是本研究探討的課題。
首先，本研究整理過往對於好故事的定義，歸納出三大構面：真實性、結構性、心理性，並以2×2×2的實驗設計法，將三大構面分別操弄為：高/低真實性、高/低結構性、高/低心理性，共八種情境；接著，以Facebook上最重要的分享行為來衡量成為一個好故事必須具備的要素；最後，經由網路問卷蒐集419份有效問卷，使用獨立樣本t檢定、單因子變異數分析、多重比較法等統計方法，運用SPSS18.0進行分析。
結果顯示，儘管過去研究認為三大構面都是成為一個好故事的重要因素，但在Facebook上，對分享意願造成最大影響的構面為心理性，由此可知要在Facebook上，成為一個廣為流傳的故事，最需要注意的就是心理性。另外，本研究也發現人們在Facebook上喜歡分享的故事類型，以勵志、笑話、心靈成長類為主。因此，本研究在學術面，提供後續學者一個新的參考架構；在實務面，也提供企業在Facebook上實行說故事行銷時一個參考的方向。

With the development of Internet, from email to chat rooms, from blog to social media, people now get access to information via multichannel. Among all this, Facebook is one of the main streams with more than 8 billion users. People engage with Facebook immediate and interactive. Business starts viewing Facebook as an important communicative platform with customers since people share and search for information on it. By leveraging Facebook’s power, enterprise will be able to build brand awareness and enlarge the effectiveness of storytelling marketing.
However, past research mostly dig on how to evaluate the quality of storytelling, how it influences customers’ attitude towards brand and how bloggers shift consumers’ behavior by storytelling marketing. There is less research been done related to Facebook storytelling marketing. Is the past measurement of a good story still suitable for use on Facebook ? How a story become wildly spread on Facebook ? We will focus our research on these topics.
First, we use the past definition of a good story, summed up by three dimensions, authentic, structural and psychological. Second, we use a 2 × 2 × 2 experimental design method putting three dimensions to high / low authentic, high / low structural, and high / low psychological. Then, we design eight situations and measure the sharing behavior on Facebook. Data were collected through online questionnaires which distributed to Facebook communities. Finally, we analyze independent sample t test, single factor analysis of variance and multiple comparison methods by using SPSS18.0.
Despite previous studies demonstrate that the three dimensions are important factors for a good story on Facebook, our research showed that psychological composition is the most influential factor on sharing intention. Therefore, for a story to become widely spread on Facebook, the most essential part is psychological composition. In addition, this study also found that the type of stories that people like to share on Facebook are inspirational, jokes, and spiritual growth classes. 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 the implementation of storytelling marketing on Facebook for business standpoint.

一、 中文部分
(一)碩博士論文
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(五) 中文網站
1. 創市際：http://www.insightxplorer.com/news/news_09_23_11.html
二、 英文部分
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(二) Books
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(三) website
1. Facebook: statistics: http://www.facebook.com/press/info.php?statistics (downloaded 2011-02-17)
2. Facebook checker: http://www.checkfacebook.com/
3. Comscore:http://www.comscore.com/Press_Events/Press_Releases/2012/5/Introducing_Mobile_Metrix_2_Insight_into_Mobile_Behavior