近年來，隨著宛如一個小型社會關係網絡─Facebook的出現，使得越來越多企業開始在社群網站設立專屬的粉絲專頁，與潛在消費者或商業夥伴展開新的對話方式，同時，有別以往社群參與動機與網路口碑只著重在第三方而非企業所經營主持的論壇或討論版，此新型態的社群模式，不論是虛擬社群的參與動機或是網路口碑傳遞動機都會產生改變。因此，瞭解消費者參與加入粉絲專頁並將粉絲專頁的資訊內容分享出去的動機，就成了一個重要的課題。藉此，本研究想要探討的問題是，傳統虛擬社群與Facebook粉絲專頁的差異為何?消費者「按讚」成為粉絲專頁的「粉絲」，其參與動機為何?在考慮分享粉絲專頁資訊內容時，其分享動機是什麼?又消費者的分享頻率是受哪些分享動機構面所影響。
本研究透過文獻蒐集，針對可能會影響到消費者參與社群與口碑傳遞行為之動機加以歸納與分析，並將參與動機歸納為六個主要構面，分別是個人層面、產品層面、品牌層面、資訊層面、趣味層面、經濟層面與資訊層面，其中又以資訊層面、趣味層面以及經濟層面影響到參與動機最甚；口碑傳遞動機則歸納為五個主要構面，分別是個人層面、互動層面、心理層面、價值層面與經濟層面，而又以互動層面動機為影響資訊傳遞最主要之原因。此外，本研究亦進一步指出，經濟層面動機不會影響消費者的資訊分享頻率，而互動層面動機對於消費者的資訊分享頻率則呈反向關係。本研究結果與實務建議可以提供企業在未來經營粉絲專頁之行動方針，以建立企業與消費者間前所未見之互動溝通關係。

In recent years, with the appearance of Facebook which seems like a small social network, more and more companies start to set up their own fan pages on Facebook so as to open a new kind of dialogue with the potential consumers or business partners; also, This new-type social community model, with the differences from the previous community participation and internet word-of-mouth on the forums or discussion platforms which are not managed by companies but third parties, has been changed from what we recognized them before. It is a significantly important issue, therefore, to understand the consumers’ motives of participating in Facebook fan pages and disseminating fan pages’ information to their friends. Based on that, this study will approach the following questions: What are the differences between the traditional virtue communities and Facebook fan pages? What do the participation motives lead the consumers to click “like” and join the fan pages? What do the disseminating motives lead the consumers to share the fan pages’ information with their friends? And, what do disseminating factors affect the consumers’ share frequency of fan pages’ information?
This study, by collecting and categorizing the literature, explores the motives which may affect consumers partipating in social community and disseminating the information to their friends. Furthermore, the participation motives can be categorized into six dimensions, including personal dimension, product dimension, information dimension, fun dimension, economic dimension, and information dimension. Importantly, the interactive dimension is the most effective one. And, the disseminating motives can be categorized into five dimensions, including personal dimension, social dimension, psychological dimension, value dimension, and economic dimension. Particularly, the social dimension is the most effective one. In addition, this study can further point that economic dimension is not significant with the consumers’ share frequency, while the social dimension has a negatively significant relation with that. The result and practical suggestion of this study could offer the companies the future operating direction for Facebook fan pages so as to build up unprecedentedly interactive relation between the companies and the consumers.

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二、 中文部分

1. 吳俊昇 (2003)，虛擬社群成員滿意度與消費行為相關之研究，成功大學國際企業研究所碩士論文。
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3. 吳銘峻 (2010)，以社會資本探討虛擬社群成員交流互動行為特性–Facebook與Mobile01之初探，國立政治大學國際經營與貿易研究所碩士論文。
4. 徐毓妤 (2010)，虛擬品牌社群認同之研究：以統一星巴克臉書粉絲專頁為例，世新大學公共關係暨廣告學研究所碩士學位論文。
5. 陳柏文 (2009)，官方虛擬社群屬性對成員參與行為之影響，國立中央大學資訊管理研究所碩士論文。
6. 孫傳雄 (2009)，FACEBOOK粉絲專頁懶人包－企業社群行銷(Social media marketing)的最佳工具，孫傳雄的科技部落格。上網日期：2012年4月1日。
取自：http://www.gururu.tw/facebook-粉絲專頁-懶人包.html.
7. 喬宗凡 (2012)，Facebook 粉絲專頁社會互動形式與社會資本對知覺品牌關係品質之影響研究，世新大學公共關係暨廣告學研究所碩士學位論文。
8. 程威榮 (2009)，知覺風險與產品涉入對滿意度和網路口碑傳播之干擾研究，國立台灣科技大學企業管理研究所碩士論文。
9.《微世代商機》，數位時代，216期，2012年5月。