網路普及後消費者購買行為模式改變，「搜尋」與「分享」影響著消費者購買行為，企業端為了增加獲得客戶端認同的機會，紛紛投入社群媒體經營，其中以Facebook最普遍被使用。本研究使用內容分析法，透過立意抽樣，蒐集2018年行動通信業者粉絲專頁貼文共2685筆資料進行分析。參考Aaker(1991)、Keller(1993)等學者品牌相關理論，編制類目，並對貼文內容進行分類。透過分類結果推論(1)行動通信品牌業者，想要傳遞的品牌形象，及(2)行動通信業者如何透過品牌屬性聯想、品牌利益聯想，建構品牌態度。
　　研究結果發現(1)中華電信、台灣大哥大、亞太電信以功能認知形象貼文為主，台灣之星、遠傳電信以情感形象貼文為主。(2)若要增益認知聯想，透過產品相關屬性貼文，傳達功能性利益。若要增益情感聯想，在品牌屬性聯想構面，較多使用與使用者形象相關貼文，在品牌利益聯想構面，較多提及象徵性利益貼文。
　　觀察過往研究結果，發現企業粉絲專頁經營會正向影響品牌形象，而品牌形象對於品牌忠誠度、購買意願、品質滿意度等都有正向影響。本研究以學術理論探究形成品牌形象的聯想網絡，實務上亦可作為企業端意圖型塑品牌形象時參考。

After the popularity of the Internet, consumer buying behavior patterns changed. "Searching" and "sharing" affected consumers' purchasing behavior. In order to increase the chance of obtaining client identification, the enterprise side has invested in social media operations, among which Facebook is most commonly used.. This study used the content analysis method to collect 2,685 pieces of data from 2018 mobile communication industry fan posts through analysis. Refer to Aaker (1991), Keller (1993) and other scholars' brand-related theories, compile categories, and classify the content of the posts. Through the classification results, we can infer (1) the brand of mobile communication brand, the brand image that we want to deliver, and (2) how the mobile communication industry can build brand attitude through brand attribute association and brand interest association.
　　The research results show that (1) Chunghwa Telecom, Taiwanmobile, and Asia Pacific Telecom are mainly based on functional cognition image posts. Taiwan Star Telecom and Far EasTone Telecom are mainly based on emotional image posts. (2) To gain a cognitive association, convey functional benefits through product-related attribute postings. In order to gain emotional association, in the brand attribute association facet, more use of the user-related post, and in the brand interest association facet, more mention of symbolic interest posts.
　　Observing the results of past research, it is found that corporate fan page management will positively affect the brand image, and the brand image has a positive impact on brand loyalty, purchase willingness, quality satisfaction and so on. This study uses academic theory to explore the Lenovo network that forms the brand image. In practice, it can also be used as a reference when the enterprise wants to shape the brand image.

目錄
壹、緒論	1
一、為何企業需要投入社群經營	1
二、品牌社群對於企業的重要性	3
三、品牌定位並非固定絕對隨公司、行業而不同	5
貳、文獻探討	7
一、虛擬社群	7
二、品牌形象	8
三、品牌聯想	10
參、研究方法	13
一、資料樣本	13
二、什麼是內容分析法	14
三、內容分析能做什麼？	15
四、內容分析的程序	16
肆、 研究結果	32
一、資料統計	32
二、關聯性	38
伍、結論與建議	45
一、研究結果	45
二、研究貢獻	47
三、研究建議與限制	49
參考文獻	52

圖目錄
圖 1 行動通信市場統計資訊	1
圖 2 4G用戶數	6
圖 3 產品相關之屬性	22
圖 4 價格資訊	23
圖 5 包裝	23
圖 6 使用者形象	24
圖 7 使用情境	24
圖 8 功能性利益	25
圖 9 經驗性利益	25
圖 10 象徵性利益	26
圖 11 認知聯想	27
圖 12 情感聯想	28
圖 13 行為傾向聯想	28
圖 14 貼文編碼分類統計－品牌屬性聯想	34
圖 15 貼文編碼分類統計－品牌利益聯想	35
圖 16 貼文編碼分類統計－品牌態度聯想	36

表目錄
表 1 貼文過濾數量	19
表 2 編碼表	20
表 3 穩定性測試	30
表 4 前測信度-可複製性	31
表 5 資料信度-可複製性	31
表 6 過濾後貼文編碼分類統計	33
表 7 類目間相關性-中華電信行動學園	39
表 8 類目間相關性-台灣大哥大與你在一起	40
表 9 類目間相關性-遠傳電信	42
表 10 類目間相關性-台灣之星	43
表 11 類目間相關性-亞太電信GT智慧生活	45
表 12 近似研究比較	48

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