由於社群平台種類與日俱增，因此跨平台的社群內容的經營已成為企業擴大社群網絡的重要作為。企業應根據不同平台的特性、內容的生動與互動程度及用戶期望的內容價值去進行不同的內容操作，去增進用戶願意參與社群的行為意圖。本研究針對Facebook與Instagram社群媒體平台進行分析，將貼文積極性分為生動性與互動性，內容價值性分為資訊、娛樂、社交內容價值性，而用戶參與意圖分為評論與分享行為。基此，本研究旨在探討貼文積極性與內容價值性對用戶參與行為意圖之影響，以及兩種社群平台在各構面上之差異性。本研究亦針對不同用戶的人口變項，分析是否在內容積極性、內容價值性與用戶參與行為意圖上有所差異。
經過本研究的實證統計分析，有下列重要的發現：
1. 用戶認為在Facebook平台之內容應多著墨與用戶間的互動效果，甚至讓用戶從線上社群的互動轉為實際接觸企業的線下活動。
2. 發現Facebook為擁有較多資訊內容價值的平台，並以社交內容價值更能吸引用戶對社群內容做評論與分享。
3. Instagram應注重生動的內容提供，並可將生動內容融入企業的故事與核心價值。
4. 用戶認為Instagram為具有較多娛樂內容價值的平台，且娛樂價值內容較能吸引用戶評論，與提供資訊價值內容較能激起用戶分享意願。
5. 得知用戶普遍在Instagram的參與度高於Facebook的參與度，故要在Facebook上提升用戶參與意願必須提供更具吸引力的文案內容。

Owing to increasing variety of social platforms, social content management of cross-platform issue has become an important behavior for companies to enlarge their social network. Companies should modify contents according to different characteristic of platforms, degree of post positiveness including vividness and interactivity, content value including information, entertainment and social content value to design diverse content in order to enhance the social community engagement intention including comment and sharing. This research selected Facebook and Instagram as the target of the social media platform. Analyze the influence of post positiveness and content value on users’ engagement behavior intention and focus on the difference in these aspects between Facebook and Instagram. The research also analyzed the difference of users’ demographic variables on every construct.
After the empirical statistical analysis of the research, acquiring some important findings:
1. Facebook content needs to emphasize the interactivity with users even let the users come to the offline activities. 
2. Also, Facebook content is an information-oriented platform and social content value can attract more users to comment and sharing in social community. 
3. Instagram should focus on providing vividness content and combine the core value and stories of companies. 
4. Also, Instagram is an entertainment-oriented platform, entertainment content value can raise comment and information content value can enhance the share intention. 
5. User engagement of Instagram is much higher than Facebook’s, so Facebook needs to provide more attractive content.

目錄I
表目錄III
圖目錄IV
第一章 緒論1
第一節 研究背景與動機1
第二節 研究目的5
第三節 研究流程6

第二章 文獻探討7
第一節 社群媒體的內涵與重要性7
第二節 貼文積極性8
第三節 貼文內容對用戶的價值性10
第四節 社群用戶之參與行為意圖12
第五節 不同社群媒體的貼文積極性、貼文內容價值性與社群用戶參與          行為意圖之關係15

第三章 研究方法19
第一節 研究架構19
第二節 變項之操作性定義與衡量20
第三節 研究假設24
第四節 抽樣設計26
第五節 資料分析方法27
第六節 預試28
第七節 預試後的研究架構31
第八節 預試後的研究假設32

第四章 資料分析與結果34
第一節 樣本結構分析34
第二節 平均數與標準差36
第三節 問卷信度與效度分析38
第四節 各構面之相關分析41
第五節 不同社群平台之迴歸分析42
第六節 不同社群平台之獨立樣本T檢定與變異數分析51
第七節 研究假設驗證結果彙整61

第五章 結論與建議63
第一節 結論63
第二節 管理意涵67
第三節 研究限制70
第四節 建議70

參考文獻	72
一、中文部分72
二、英文部分72
附錄：問卷80

表目錄
表2-1 社群貼文內容價值性之研究彙整11
表2-2 社群用戶之參與行為意圖14
表3-1 貼文積極性之衡量題項與來源22
表3-2 貼文內容價值性之衡量題項與來源23
表3-3 社群用戶參與行為之衡量題項與來源24
表3-4 各構面預試之信度分析29
表3-5 各構面預試之效度分析30
表4-1 回收問卷統計34
表4-2 樣本描述性統計之結果35
表4-3 FACEBOOK與INSTAGRAM三大構面之平均數與標準差37
表4-4 各構面之KMO與BARTLETT檢定39
表4-5 FACEBOOK與INSTAGRAM三大構面之信度與因素分析40
表4-6 各研究構面之相關係數表41
表4-7 FACEBOOK之三大變項之迴歸分析表42
表4-8 FACEBOOK貼文積極性與內容價值性之構面對社群用戶參與行為       意圖之構面之迴歸分析表43
表4-9 INSTAGRAM之三大變項之迴歸分析表44
表4-10 INSTAGRAM貼文積極性與內容價值性之構面對社群用戶參與行為意圖之構面之迴歸分析表47
表4-11 FACEBOOK貼文積極性與內容價值性對社群用戶評論與分享之迴歸分析表48
表4-12 INSTAGRAM貼文積極性與內容價值性對社群用戶評論與分享之迴歸分析表49
表4-13 FACEBOOK與INSTAGRAM社群平台在各變項與構面平均值之差異分析表53
表4-14 FACEBOOK性別與各構面之差異分析表54
表4-15 INSTAGRAM性別與各構面之差異分析表55
表4-16 FACEBOOK與INSTAGRAM年齡對各構面之差異分析表56
表4-17 FACEBOOK與INSTAGRAM教育程度對各構面之差異分析表57
表4-17 FACEBOOK與INSTAGRAM教育程度對各構面之差異分析表(續)58
表4-18 FACEBOOK與INSTAGRAM各構面在職業上之差異分析表59
表4-18 FACEBOOK與INSTAGRAM各構面在職業上之差異分析表(續)60
表4-19 假設驗證結果彙整61

圖目錄
圖1-1 本研究流程圖6
圖3-1 本研究之研究架構圖19
圖3-2 本研究預試後之正式研究架構圖31

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