網際網路從1950年代開始發展,至2000年時網路服務產業的泡沫化後,全球開始重新定位網際網路的價值。在互動式的網路Web2.0推出後,網路世界開始活躍,而網際網路上出現虛擬社群,每個人都有共同的團體、共同的朋友。目前提供此交流平台的網路服務中,最多消費者使用的是Facebook。其中以2007年推出的粉絲專區是Facebook裡,最具有商業運用的發展潛力,粉絲專區為公開的個人檔案,可以協助個人與Facebook 用戶分享企業動態與產品消息,並且可以協助企業在Facebook上經營企業本身的品牌、產品或是服務;也可以讓公眾人物與粉絲進行互動,透過社群網站的互動,可以提升自身的知名度與能見度外,也可以得到最真實的且快速的回應。為瞭解粉絲與平台之間的忠誠度與持續使用之意圖,本研究在以往學者研究相關之文獻裡,找到影響社群的社會資本與使用價值變數,探討這些因素對忠誠度及持續使用意圖之影響。本研究結果如下: 一、使用價值與社會資本中共享價值、互惠規範對忠誠度與持續使用意圖有影響。 二、在社會資本中認同、信任對忠誠度與持續使用意圖沒有影響。 三、在社會互動連結對對忠誠度與持續使用意圖有負相關影響。 本研究提供給參與Facebook粉絲專區及管理者具實用價值的結果與發現,協助管理者能更佳地掌握Facebook粉絲專區各個動向,提升Facebook粉絲專區之品質。
A procedure is Internet began to develop from the 1950s. After the Internet bubble in 2000s, the world began to re-locate the value of the Internet. After the the Web2.0 launch of the interactive network, the online world began active. Virtual community on the Internet, everyone has common groups, common friends. Provide this platform for network services, most consumers use Facebook. Facebook launched in 2007, Facebook page with development potential for commercial use. Facebook Page is open individual files, it can help individuals to corporate dynamics and share product news for Facebook users. Enterprise can operate Brand, product or service on Facebook; Public figures can interact with the fans.They can enhance their own reputation and visibility outside on social networking sites and you can get the most realistic and fast response. In order to understand the loyalty and continued use of intent between the fans and the platform. In this study, scholars in the past research related literature. To find the affected community's social capital and value in use variables to explore these factors impact on loyalty and the continued use of intention. First, value and social capital of shared values, norms of reciprocity affect the loyalty and continued use of intent. Second, value and social capital of shared values, norms of reciprocity affect the loyalty and continued use of intent Third, link in the social interaction negative impact loyalty and continuous use intention. In this study, available to participate in the Facebook page and managers with practical value and found the results to help managers better grasp of the various movements of the Facebook page, to enhance the quality of the Facebook page.