Facebook品牌粉絲專頁是近期最受歡迎的社交網站，且用戶不斷攀升中。企業透過Facebook品牌粉絲專頁平台發表與商品有關的連結、訊息、圖片與介紹，增加品牌曝光度，消費者可以與企業直接不受時間空間限制的互動，消費者同時是資訊提供者與接收者。本研究旨在探討粉絲願意持續使用品牌粉絲專頁的因素，與是否會影響持續使用意圖。本研究納入客製化、資訊化、互動化，並探討聰明消費者感受、社會比較是否會增強消費者對Facebook品牌粉絲專頁持續使用意圖。本研究期望能為企業帶來經營之努力重點與方向，讓品牌粉絲專頁達到永續經營之成效。

Recently, Facebook brand page is the most popular social networking sites.  Companies use Facebook brand fan pages to provide messages, pictures, and diverse hyperlinks related to the product in order to increase brand exposure. In the brand pages, consumers can interact with businesses directly without time and space limations, and create content by themselves. The purpose of this study is to explore what factors can affect fans’ continuous intention. By incorporating customization, informativeness, interactivity, smart shopper feeling, and social comparison, this study examines whether or not these factors will affect consumers’ continuance intention.The study results are expected to provide guildines for companies and designers of brand pages to enhance their consumer brand relationship.

目錄
第一章　緒論	1
第一節　研究背景與動機	1
第二節　研究目的與問題	3
第三節　預期之研究貢獻	3
第四節　論文架構	5
第二章　文獻探討	6
第一節　持續使用意圖	6
第二節　聰明消費者感受與社會比較	7
第三節　客製化、資訊化、互動化	9
第三章　研究設計與方法	15
第一節　研究假說	15
第二節　研究架構	19
第三節　研究變數與衡量	20
第四節　研究對象與問卷收集方法	22
第五節　資料分析方法	23
第四章　實證分析與討論	27
第一節　樣本資料分析	27
第二節　敘述性統計分析	29
第三節　信度分析	30
第四節　效度分析	31
第五節　結構方程模式分析	39
第六節　事後分析	48
第五章　結論與建議	54
第一節　研究意涵	54
第二節　管理意涵	56
第三節　研究限制與未來研究建議	58
參考文獻	60

圖目錄
圖1-4-1　論文架構	5
圖3-2-1  本研究架構	19
圖4-5-1　結構方程模式之路徑係數	47

表目錄
表3-5-1　適配度指標	26
表4-1-1　樣本基本資料	28
表4-2-1　敘述性統計分析表	29
表4-3-1　信度分析表	31
表4-4-1　持續使用意圖之驗證性因素分析	32
表4-4-2　聰明消費者感受之驗證性因素分析	33
表4-4-3　社會比較之驗證性因素分析	33
表4-4-4　客製化之驗證性因素分析	34
表4-4-5　資訊化之驗證性因素分析	35
表4-4-6　主動控制之驗證性因素分析	35
表4-4-7　雙向溝通之驗證性因素分析	36
表4-4-8　同步化之驗證性因素分析	37
表4-4-9　相關係數與區別效度分析	38
表4-5-1　結構方程模式之衡量分析結果	40
表4-5-2　結構方程模式之適配度指標	42
表4-5-3　各假說之假設結果	46
表4-6-1　Sobel檢驗與拔靴法的中介效果檢定表	50
表4-6-2　中介效果之迴歸分析	51
表4-7-1　觀看品牌粉絲專頁高低頻率比較	53

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