隨著網際網路的發展,加上行動裝置普及,逐漸改變消費者的生活習慣,也改變了企業傳遞資訊給消費者的方式。現今企業常利用網路社群網站作為提升企業競爭力的策略。本研究將探討Facebook粉絲頁的訊息內容如何影響粉絲線上的參與行為 (例如:按讚、分享),及了解粉絲按讚及分享的參與行為是否能夠轉換成具有實質價值的購買行為。透過文獻探討建立研究模型並採用迴歸分析進行驗證,經由231 個Facebook 粉絲頁的貼文內容與銷售資料,得知照片特徵對粉絲參與行為具有正向影響;低程度的產品資訊及明顯促銷資訊的貼文對粉絲按讚行為有負向影響。此外,僅有促銷資訊的貼文對於實際銷售具有正向影響。研究顯示,實際銷售和粉絲參與有負向關係。成功將FB粉絲導往銷售網站進行購買的貼文,其對粉絲按讚及分享的行為有負向影響。本研究試圖發掘在FB粉絲頁中粉絲參與之影響因素,以提供實務上之建議。
Following the development of internet and smartphones, consumers’ lifestyle has changed. And this has also changed the way companies deliver information to customers. In recent years, enterprises use the internet community websites such as Facebook to enhance the competitive advantages. This study aims to examine how the content communicated by company Facebook Fan Pages can influence consumers’ online participation (e.g. likes and shares), and how consumers’ participation in online community activities may influence their buying. By collecting and anlyzing fan page posts and sales data from one case company, the results indicate that characters in the photo could have significantly positive effects on fans’ participation; posts with low product information or sales information would have significantly negative effects on fans’ participation. Besides, only posts about sales information would have significantly positive effects on the company’s actial sales. Results also show that fans’ participation sale could have significantly negative effects on sales. These findings can provide some practical suggestions for effective online marketing strategies.