隨著網際網路的普及，網際網路的使用人數逐年成長，許多企業利用社群網路來做行銷，Facebook粉絲專頁是最多企業使用的行銷方式之一，企業不僅可以利用Facebook粉絲專頁進行資訊分享與交換，也可以與粉絲進行互動，來維持與粉絲之間的連結。

本研究目的主要探討企業粉絲專頁、購買意願與顧客忠誠度之關係，並探討企業粉絲專頁經營、購買意願與顧客忠誠度之間是否存在品牌形象中介效果，以網路與紙本問卷進行發放，在問卷回收整理後，使用敘述性統計、信度分析、效度分析、相關性分析與迴歸分析來探討各構面之影響，。並且以研究結給與學術與實務之建議。研究結果如下:

1.企業粉絲專頁經營會正向影響品牌形象。
2.企業粉絲專頁經營會正向購買意願與顧客忠誠度。
3.品牌形象在企業粉絲專頁經營與購買意願間存在中介效果。
4.品牌形象在企業粉絲專頁經營與顧客忠誠度間存在中介效果。

With the rise popularity of the Internet, the number of Internet users has grown year by year. Many businesses use the social network marketing. Facebook fan page is one of the marketing methods used by most enterprises. Enterprises can not only use Facebook fan pages sharing and exchange information, but also interact with fans to maintain the connection with fans.

The purpose of this study is to investigate the relationship between enterprises fan pages management, purchase intention and customer loyalty, and explore whether there is a brand image will mediator the effects between the enterprise’s fan page management, purchase intention, and customer loyalty. The research method is questionnaire survey, and after the questionnaire survey was collected use descriptive statistics, reliability analysis, validity analysis, correlation analysis and regression analysis to explore the influence of each facet. And to study the advice and academic and practical advice. The results of the study are as follows:(1) Enterprise fan page management have a positive significant impact on Brand Image.(2) Enterprise fan page management have a positive significant impact on purchase intentions and customer loyalty.(3) The mediating effect of brand image onenterprise’s fan page management and purchase intention. (4) The mediating effect of brand image on enterprise’s fan page management and customer loyalty.

目錄
目錄 I
表目錄 I
圖目錄 V
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 4
第四節 研究問題與觀念性架構 5
第五節 研究流程 6
第二章 文獻探討 7
第一節 網路行銷 (Internet Marketing) 7
第二節 Facebook粉絲專頁 (Fan Page) 12
第三節 品牌形象 (Band Image) 21
第四節 購買意願 (Purchase Intention) 24
第五節 顧客忠誠度 (Customer Loyalty) 29
第三章 研究方法 32
第一節 研究架構 32
第二節 研究假設 33
第三節 變項操作性定義與衡量 37
第四節 研究設計 42
第五節 資料分析方法 45
第四章 資料分析結果 48
第一節 敘述性統計分析(Descriptive Analysis) 48
第二節 信度分析(Reliability Analysis) 59
第三節 因素分析(Factor Analysis ) 60
第四節 相關分析(Correlation Analysis) 61
第五節 迴歸分析(Regression Analysis) 62
第五章 結論與建議 69
第一節 研究結論 69
第二節 研究建議 73
第三節 研究限制 79
參考文獻 80
一、 中文文獻 80
二、 英文部分 82
三、 網站部分 91
附錄一  前測問卷 92
附錄二  正式問卷 97

表目錄
表2-1 網路行銷之定義 8
表2-2 網路行銷策略對於消費者與企業的優勢 9
表2-3 品牌形象之定義彙整 22
表2-4 品牌形象之定義彙整 25
表2-5 顧客忠誠度之定義彙整 30
表3-1 統一星巴克同好會2017年10月份發文類型 37
表3-2 企業粉絲專頁經營之衡量構面與問項 38
表3-3 品牌形象衡量構面與問項 39
表3-4 購買意願衡量構面與問項 40
表3-5 顧客忠誠度衡量構面與問項 41
表3-6 前測研究變數之信度分析 43
表3-7 前測研究變數之效度分析 44
表3-8 Cronbach’ α係數判斷標準 46
表3-9 KMO統計量值決策標準 47
表4-1 整體有效樣本性別分布情形 48
表4-2 整體有效樣本年齡分布情形 49
表4-3 整體有效樣本教育程度分布情形 50
表4-4 整體有效樣本職業分布情形 51
表4-5 整體有效樣本每月可支配所得分布情形 52
表4-6 整體有效樣本按讚或追蹤過「小三美日平價美妝」、「7-ELEVEN」、「統一星巴克同好會」53
表4-7 按讚或追蹤哪家Facebook企業粉絲專頁(複選) 53
表4-8 針對哪家Facebook企業粉絲專頁做為問卷第二部分的填答 54
表4-9 針對其他家Facebook企業粉絲專頁做為問卷第二部分的填答 54
表4-10 Facebook企業粉絲專頁上的使用行為分布情形 55
表4-11 平均每週使用Facebook頻率情形 56
表4-12 平均每日使用Facebook的時數情形 56
表4-13 受訪者Facebook好友人數分布情形 57
表4-14 受訪者所按讚或追蹤Facebook企業粉絲專頁之家數分布情形 58
表4-15 各構面之信度分析整理 59
表4-16 各構面之因素分析表 60
表4-17 整體有效樣本相關分析表 61
表4-18  企業粉絲專頁經營對品牌形象之迴歸分析表 62
表4-19 企業粉絲專頁經營對購買意願之迴歸分析表 63
表4-20 企業粉絲專頁經營對顧客忠誠度之迴歸分析表 63
表4-21 企業粉絲專頁經營、品牌形象對購買意願之迴歸分析表 65
表4-22 企業粉絲專頁經營、品牌形象與顧客忠誠度之迴歸分析表 66
表4-23 企業粉絲專頁經營、品牌形象、年齡與購買意願之迴歸分析表 66
表4-24 企業粉絲專頁經營、品牌形象、年齡與顧客忠誠度之迴歸分析表67
表4-25 研究假說結果彙整表 68

圖目錄
圖1-1 觀念性架構 5
圖1-2 研究流程 6
圖2-1 消費者的購買決策過程 26
圖3-1 假設架構圖 32

參考文獻
一、中文部分
李乾禎 (2011)，“臉書訊息類型影響人們按讚、留言與分享意願之研究”，靜宜大學企業管理學系碩士論文。
吳統雄 (1984)，電話調查: 理論與方法，聯經出版事業公司。
周世惠，家政 (2011)，臺灣臉書效應 : Facebook 行銷實戰，天下雜誌出版。
林質安 (2014)，臺灣現代劇團經營 Facebook 粉絲專頁之公關溝通策略應用分析，臺北藝術大學藝術行政與管理研究所學位論文，1-129頁。
洪士耕 (2011)，社群媒體之關係行銷研究-以 7-ELEVEN 之 Facebook 粉絲專頁使用者為例。
洪敬惠 (2001)，網路行銷之視覺識別體系探討-以國內網路書店為例，銘傳大學設計管理研究所碩士論文，台北市 。
姚家瑞 (2007），「品牌社群對品牌忠誠之探討—以Apple品牌社群為例」。
莊宜軒 (2011)，企業 Facebook 粉絲專頁之公關策略分析，政治大學廣告研究所學位論文，1-123頁。
彭天昱，陳玉華 (2015)，社群行銷之網路互動性與訊息論點品質對購買意願的影響效應。
楊雲竹 (2010)，企業經營 Facebook 粉絲專頁成功關鍵因素之探討，2010。
榮泰生 (2000)，網路行銷，台北:五南圖書出版公司。
榮泰生 (2006)，SPSS 與研究方法，台北: 五南圖書出版股份有限公司。
潘弘愿 (2011)，品牌與社群因素對 Facebook 書店粉絲團成員購買意願影響之研究，世新大學，圖文傳播曁數位出版學系碩士論文，臺北市。
蕭仁志 (2011)，讚的力量─ Facebook 這樣玩就對了，新北市: 大牌 (熊坂仁美，2010)。 

二、英文部分
Aaker, D. A. (1996). Measuring brand equity across products and markets. California management review, 38(3), 102.
Armstrong, A., & Hagel, J. lll (1996),“The real value of on-line communities. Harvard Business Review, May-June, 134-41.
Bagozzi, R. P., & Dholakia, U. M. (2002). Intentional social action in virtual communities. Journal of interactive marketing, 16(2), 2-21.
Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of personality and social psychology, 51(6), 1173.
Berry, L. L. (1995). Relationship marketing of services—growing interest, emerging perspectives. Journal of the Academy of marketing science, 23(4), 236-245.
Cauberghe, V., & De Pelsmacker, P. (2010). Advergames. Journal of advertising, 39(1), 5-18.
Chen, C. Y., Chen, T. H., Chen, Y. H., Chen, C. L., & Yu, S. E. (2013). The spatio-temporal distribution of different types of messages and personality traits affecting the eWOM of Facebook. Natural hazards, 65(3), 2077-2103.
Cheung, C. M., Chiu, P. Y., & Lee, M. K. (2011). Online social networks: Why do students use facebook?. Computers in Human Behavior, 27(4), 1337-1343.
Cross, D. A., Alessi, D. R., Cohen, P., Andjelkovich, M., & Hemmings, B. A. (1995). Inhibition of glycogen synthase kinase-3 by insulin mediated by protein kinase B. Nature, 378(6559), 785.
Cuieford, J. P. (1965). Fundamental Statistics in Psychology and Education, 4th (Ed), NY McGraw Hill.
Deci, E. L., Koestner, R., & Ryan, R. M. (1999). A meta-analytic review of experiments examining the effects of extrinsic rewards on intrinsic motivation.
De Vries, L., Gensler, S., & Leeflang, P. S. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of interactive marketing, 26(2), 83-91.
Dholakia, U. M., & Durham, E. (2010). How effective is Facebook marketing?. Harvard business review, 88(3), 26.
Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of marketing research, 307-319.
Doyle, P. (1990). Building successful brands: the strategic options. Journal of consumer Marketing, 7(2), 5-20.
East, R., Hammond, K., & Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International journal of research in marketing, 25(3), 215-224.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1995). Consumer behavior, 8th. New York: Dryder.Orlando.
Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research.
Fornell, C., Johnson, M. D., Anderson, E. W., Cha, J., & Bryant, B. E. (1996). The American customer satisfaction index: nature, purpose, and findings. the Journal of Marketing, 7-18.
Gremler, D. D., & Brown, S. W. (1996). Service loyalty: its nature, importance, and implications. Advancing service quality: A global perspective, 5, 171-181.
Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998). The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions. Journal of retailing, 74(3), 331-352.
Hagel, J., & Armstrong, A. G. (1997). Net gain. Harvard Business School Press, Boston.
Hanson, W. A.（2000）. Principles of Internet Marketing. Ohio: South-Western College Publishing.
Hennig-Thurau, T., Walsh, G., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the Internet. International journal of electronic commerce, 8(2), 51-74.
Holzner, S. (2008). Facebook marketing: leverage social media to grow your business. Pearson Education.
Hoyer, W. D., & Brown, S. P. (1990). Effects of brand awareness on choice for a common, repeat-purchase product. Journal of consumer research, 17(2), 141-148.
Jain, D. C., Vilcassim, N. J., & Chintagunta, P. K. (1994). A random-coefficients logit brand-choice model applied to panel data. Journal of Business & Economic Statistics, 12(3), 317-328.
Janal, D. S. (1995). Online Marketing Handbook: How to Sell, Advertise, Publicize and Promote Your Products and Services on the Information Superhighway. John Wiley & Sons, Inc..
Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard business review, 73(6), 88.
Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International journal of contemporary hospitality management, 12(6), 346-351.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. the Journal of Marketing, 1-22. Koh, J., & Kim, Y. G. (2004). Knowledge sharing in virtual communities: an e-business perspective. Expert systems with applications, 26(2), 155-166.
Kotler, P. (1984). Marketing essentials. Prentice Hall.
Kotler,P. (1991), Marketing management: Analysis, Planning, Implementation, and Control, 7th ed., New Jersey: Prentice-Hall.
Kotler, P. (2002). Marketing places. Simon and Schuster.
Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: The role of parasocial interaction. Journal of Interactive Marketing, 28(2), 134-148.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of marketing research, 130-143.
Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent: Which" intenders" actually buy?. Journal of marketing research, 391-405. 
Muniz, A. M., & O'guinn, T. C. (2001). Brand community. Journal of consumer research, 27(4), 412-432.
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use. International Journal of advertising, 30(1), 13-46.
Newman, J. W. (1957). New insight, new progress, for marketing. Harvard business review, 35(6), 95-102.
Nunnally, J. C., & Bernstein, I. H. (1978). Psychometric theory.
Oliver, R. L., Rust, R. T., & Varki, S. (1997). Customer delight: foundations, findings, and managerial insight. Journal of retailing, 73(3), 311-336. 
Park, C. W., Jaworski, B. J., & Maclnnis, D. J. (1986). Strategic brand concept-image management. The Journal of Marketing, 135-145.
Park, D. H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International journal of electronic commerce, 11(4), 125-148.
Peter, J. P., Olson, J. C., & Grunert, K. G. (1999). Consumer behavior and marketing strategy.
Raacke, J., & Bonds-Raacke, J. (2008). MySpace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites. Cyberpsychology & behavior, 11(2), 169-174.
Randall, G. (1997). Do your own market research. New York: The Free Press. Research in Marketing, 10(1), 93-104.
Raney, A. A., Arpan, L. M., Pashupati, K., & Brill, D. A. (2003). At the movies, on the web: An investigation of the effects of entertaining and interactive web content on site and brand evaluations. Journal of Interactive Marketing, 17(4), 38-53.
Ray, S., Wood, C. A., & Messinger, P. R. (2012). Multicomponent systems pricing: Rational inattention and downward rigidities. Journal of Marketing, 76(5), 1-17.
Reichheld, F. F., & Sasser, J. W. (1990). Zero defections: Quality comes to services. Harvard business review, 68(5), 105-111.
Romaniuk, J., & Sharp, B. (2003). Measuring brand perceptions: Testing quantity and quality. Journal of Targeting, Measurement and Analysis for Marketing, 11(3), 218-229.
Ruyter, K., Bloemer, J., & Peeters, P. (1997). Merging service quality and service satisfaction. An empirical test of an integrative model. Journal of economic psychology, 18(4), 387-406.Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior, 7th. NY: Prentice Hall, 15-36.
Schiffman, L. G., & Kanuk, L. L. (2007). Purchasing behavior. Upper Saddle River, NJ: Pearson Prentice Hall.
Seybold, P. B., & Marshak, R. T. (1998). Customers. com: how to create a profitable business strategy for the Internet and beyond. Random House Inc..
Smith, E. R. (2001). Seven steps to building e-loyalty. Medical Marketing & Media, 36(3), 94-94.
Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170.
Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: do ads work on social networks?: how gender and age shape receptivity. Journal of advertising research, 51(1), 258-275.
Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: findings from an internet social networking site. Journal of marketing, 73(5), 90-102.
Vinerean, S., Cetina, I., Dumitrescu, L., & Tichindelean, M. (2013). The effects of social media marketing on online consumer behavior. International Journal of Business and Management, 8(14), 66.
Vorvoreanu, M. (2009). Perceptions of corporations on Facebook: An analysis of Facebook social norms. Journal of New Communications Research, 4(1), 67-86.
Wang, H. C., & Doong, H. S. (2010). Argument form and spokesperson type: The recommendation strategy of virtual salespersons. International journal of information management, 30(6), 493-501.
Zaidman, N., & Drory, A. (2001). Upward impression management in the work place cross-cultural analysis. International Journal of Intercultural Relations, 25(6), 671-690.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22.
 
三、網站部分
TechNews, 2017/06/28。 Facebook 月活躍用戶破 20 億，將近世界人口四分之取自http://technews.tw/2017/06/28/two-billion-people-coming-together-on-facebook/
Socialbakers, 2018。Facebook stats - Brands in Taiwan。取自  https://www.socialbakers.com/statistics/facebook/pages/total/taiwan/brands/
李全興，2012/5/3。電影的社群行銷—如何炒熱粉絲團。取自http://tw.marketing.campaign.yahoo.net/emarketing/contentF4.php?main=A01&sub=B02&tri&literary=483
李慶芳，2017/09/04，經理人。滿足顧客的4種感受，他就會一來再來！星巴克、7-ELEVN都在做的遊戲化行銷。取自https://www.managertoday.com.tw/columns/view/54960
數位時代，2010/12/14。Facebook粉絲王，7-ELEVEN粉絲破百萬。取自https://www.bnext.com.tw/article/16768/BN-ARTICLE-16768
數位時代，2017/06/28。成立13年，Facebook用戶數正式突破20億！取自https://www.bnext.com.tw/article/45104/facebook-maus-surpasses-2-billion