品牌的臉書粉絲專頁是品牌行銷的重要工具。不論是對品牌還是顧客來說，品牌的臉書粉絲專頁都有越來越重要的功能和意義。學術界對於品牌粉絲專頁成功經營之策略的研究尚處於發展中階段。本研究的目的是透過探討人們使用品牌臉書粉絲專頁的主要動機及其影響，為品牌粉絲專頁的有效管理與操作帶來啟示。通過對289位受訪者進行施測，本研究之結論摘要如下：(1)為獲得個人綜合利益和社交綜合利益等在內的四個動機是人們參與、投入品牌臉書粉絲專頁的主要目的。(2)粉絲的品牌臉書粉絲專頁參與、投入行為對於其顧客角色外行為有顯著正向影響。本研究探討之顧客角色外行為包括品牌推薦、幫助其他顧客以及為品牌提供有效反饋這三個積極的、有益於品牌的增強行為。(3) 共創活動是越來越多的品牌與粉絲在粉絲專頁上進行互動的重要形式之一。粉絲專頁上共創活動的自主性程度，在粉絲專頁參與、投入行為與顧客角色外行為間，呈現干擾作用。

Brand official fan page embedded in social networking sites has become a very popular platform for both famous brands and emerging brands. The majority literature of brand official fan page on Facebook deals with the exploration of content analysis or fans’ typology. However, empirical research on how to implement and to manage company-run brand fan page is rare. The purpose of this study is to investigate people’s main motivations to engage with fan page and its subsequent influence on people’s further behaviors. Through a multi-step approach of quantitative analysis, the paper identifies four different motivations such as personal integrative benefits and social integrative benefits as very significant drivers of fan-page engagement. Further, to our knowledge, this is the first paper to confirm the positive effect of fan page engagement on customer’s out-role behaviors. Finally, the research gives idea about how brand can use autonomy of co-creation activities to enhance active fan page users’ customer out-role behaviors.

Reference
Ahearne, M., Bhattacharya, C. B., & Gruen, T. (2005). Antecedents and consequences of customer-company identification: expanding the role of relationship marketing. Journal of applied psychology, 90(3), 574.

Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community: Evidence from European car clubs. Journal of marketing, 69(3), 19-34.

Amabile, T. M. (1993). Motivational synergy: Toward new conceptualizations of intrinsic and extrinsic motivation in the workplace. Human resource management review, 3(3), 185-201.

Amine, A. (1998). Consumers' true brand loyalty: the central role of commitment. Journal of strategic marketing, 6(4), 305-319.

Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of service research

Bailey, J. J., Gremler, D. D., & McCollough, M. A. (2001). Service encounter emotional value: The dyadic influence of customer and employee emotions. Services Marketing Quarterly, 23(1), 1-24.

Bandura, A. (1977). Self-efficacy: toward a unifying theory of behavioral change. Psychological review, 84(2), 191.
Bendelow, G. A., & Williams, S. J. (2002). The lived body: Sociological themes, embodied issues. Routledge.

Bettencourt, L. A. (1997). Customer voluntary performance: customers as partners in service delivery. Journal of retailing, 73(3), 383-406.

Bettencourt, L. A. & Brown, S.W. (1997). Contact employees: Relationships among workplace fairness, job satisfaction and pro-social behavior. Journal of Retailing, 73(1), 39-61.

Blau, P. (1964). Power and exchange in social life. New York: J Wiley & Sons, 352.

Bloch, P. H. (1986). The product enthusiast: implications for marketing strategy. Journal of Consumer Marketing, 3(3), 51-62.

Bolton, R., & Saxena-Iyer, S. (2009). Interactive services: a framework, synthesis and research directions. Journal of Interactive Marketing, 23(1), 91-104.
Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63-74.

Bowen, D. E. 1990. Interdisciplinary study of service: Some progress, some prospects. Journal of Business Research, 20: 71-79.

Bowers, Michael R., Charles L. Martin, and Alan Luker. (1990). “Trading Places: Employees as Customers, Customers as Employees,” Journal of Services Marketing, 4 (Spring): 55-69.

Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 1094670511411703.

Brodie, R. J., Ilic, A., Juric, B., & Hollebeek, L. (2013). Consumer engagement in a virtual brand community: An exploratory analysis. Journal of Business Research, 66(1), 105-114.

Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. The Journal of Brand Management,12(4), 279-300.
Carroll, B. A., & Ahuvia, A. C. (2006). Some antecedents and outcomes of brand love. Marketing Letters, 17(2), 79-89.

Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of marketing research, 43(3), 345-354.

Chin, W. W. (1998). The partial least squares approach to structural equation modeling. Modern methods for business research, 295(2), 295-336.

Cohen, J. 1988. Statistical Power Analysis for the Behavioral Sciences, Hillsdale, NJ:
Lawrence Erlbaum Associates.

Coursaris, C. K., Van Osch, W., & Balogh, B. A. (2013, June). A Social Media Marketing Typology: Classifying Brand Facebook Page Messages For Strategic Consumer Engagement. In ECIS (p. 46).

Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843-861.

Dahl, D. W., & Moreau, C. P. (2007). Thinking inside the box: Why consumers enjoy constrained creative experiences. Journal of Marketing Research, 44(3), 357-369.

Deci, E. L., & Ryan, R. M. (1995). Human autonomy. In Efficacy, agency, and self-esteem (pp. 31-49). Springer US.

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.

Druckery, T. (1996). “Introduction,” in Electronic Culture: Technology and Visual Representation, ed. Timothy Druck- ery, New York: Aperture Foundation, 12–25.
Dholakia, U. M., Bagozzi, R. P., & Pearo, L. K. (2004). A social influence model of consumer participation in network-and small-group-based virtual communities. International journal of research in marketing, 21(3), 241-263.

Dholakia, U.M., Blazevic, V., Wiertz, C. and Algesheimer, R. (2009), “Communal service delivery: how customers benefit from participation in firm-hosted virtual P3 communities”, Journal of Service Research, Vol. 12, pp. 208-26.

Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
Douma, C. (2008). “Best Practices for Facebook Fan Pages: User Types.” Social media today. http://socialmediatoday.com/index.php?q=SMC/49304. accessed on March 16, 2015.
Ehrenberg, A.S.C., Uncles, M.D. and Goodhardt, G.J. (2004), “Understanding brand performance measures: using dirichlet benchmarks”, Journal of Business Research, Vol. 57 No. 12, pp. 1307-25.
Ellison, N. B., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook “friends:” Social capital and college students’ use of online social network sites. Journal of Computer‐Mediated Communication, 12(4), 1143-1168.

Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer‐Mediated Communication, 13(1), 210-230.

Erving, G. (1959). The presentation of self in everyday life. Garden City, NY: Anchor.
Facebook. 2015. Pages. http://newsroom.fb.com/products/. Accessed March. 12, 2015.
Facebook. 2015. What is a Facebook Page? https://www.facebook.com/help/281592001947683/. Accessed March. 12, 2015.

Fisher, A. B. (1978). Perspectives on human communication. New York, NY: Macmillan. Hills, CA: SAGE.

Flanagin, A. J., & Metzger, M. J. (2001). Internet use in the contemporary media environment. Human communication research, 27(1), 153-181.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research
18 (1), 39-50.

Füller, J., Hutter, K., & Faullant, R. (2011). Why co-creation experience matters? Creative experience and its impact on the quantity and quality of creative contributions. R&D Management, 41(3), 259-273.

Goh, K. Y., Heng, C. S., & Lin, Z. (2013), Social media brand community and consumer behavior: Quantifying the relative impact of user-and marketer-generated content. Information Systems Research, 24(1), 88-107.

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.

Groth, M.(2005).Customers as good soldiers: examining citizenship behaviors in internet service deliveries. Journal of Management, 31(1), 7-27.

Guha , I. (2014). How Do The World’s Top 100 Brands Use Facebook: Photos Account For 77% Of Engagement http://dazeinfo.com/2015/01/03/world-top-100-brands-facebook-usage-q3-2014/. Accessed March. 12, 2015.

Gummerus, J., Liljander, V., Weman, E., & Pihlström, M. (2012). Customer engagement in a Facebook brand community. Management Research Review,35(9), 857-877.

Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998). Relational benefits in services industries: the customer’s perspective. Journal of the academy of marketing science, 26(2), 101-114.

Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (1998). Multivariate Data
Analysis. Prentice-Hall International, Inc., 5th Edition, Chapter 11.

Herzog, H. (1942). What do we really know about daytime serial listeners. Radio research, 1943, 3-33.

Hollebeek, L. D. (2011). Demystifying customer brand engagement: Exploring the loyalty nexus. Journal of Marketing Management, 27(7-8), 785-807.

Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior.Journal of Marketing research, 1-9.

Jahn, B., & Kunz, W. (2012). How to transform consumers into fans of your brand. Journal of Service Management, 23(3), 344-361.

Jeppesen, L. B., & Frederiksen, L. (2006). Why do users contribute to firm-hosted user communities? The case of computer-controlled music instruments. Organization science, 17(1), 45-63.

Kambil, A., Friesen, G. B., & Sundaram, A. (1999). Co-creation: A new source of value. Outlook Magazine, 3(2), 23-29.

Kambil, A., Ginsberg, A., & Bloch, M. (1996). Re-inventing value propositions. Information Systems Working Papers Series, Vol.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53, 59–68.
Katz, E. (1959). Mass communications research and the study of popular culture: An editorial note on a possible future for this journal. Studies in public communication, 2, 1.

Katz, E., Blumler, J. G., & Gurevitch, M. (1974). Utilization of mass communication by the individual. In J. G. Blumler & E. Katz (Eds.), The uses of mass communications: Current perspectives on gratifications research (pp. 19–32). Beverly

Katz, E., Haas, H., & Gurevitch, M. (1973). On the use of the mass media for important things. American sociological review, 164-181.

Kelley, S. W., Skinner, S. J., & Donnelly, J. H. (1992). Organizational socialization of service customers. Journal of Business Research, 25(3), 197-214.

Kohler, T., Fueller, J., Matzler, K., & Stieger, D. (2011). Co-creation in virtual worlds: the design of the user experience. MIS quarterly, 35(3), 773-788.
Kollock, P. (1999). The economies of online cooperation. Communities in cyberspace, 220.
Lakerink, K. (2013). What are the motivations for customers to co-create online?.
Langerak, F., Verhoef, P. C., Verlegh, P. W., & De Valck, K. (2003). The effect of members' satisfaction with a virtual community on member participation.
Lewick, R., & Bunker, B. B. (1996). Developing and maintaining trust in work relationships. Trust in Organizations: Frontiers of Theory and Reach, 114-139.
MacKenzie, S. B., Podsakoff, P. M., & Fetter, R. (1991). Organizational citizenship behavior and objective productivity as determinants of managerial evaluations of salespersons' performance. Organizational behavior and human decision processes, 50(1), 123-150.
Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357—365.
McAlexander, J. H., Schouten, J. W., & Koenig, H. F. (2002). Building brand community. Journal of marketing, 66(1), 38-54.

McGuire, W. J. (1974). Psychological motives and communication gratification.The uses of mass communications: Current perspectives on gratifications research, 3, 167-196.

McMillan, D. W., & Chavis, D. M. (1986). Sense of community: A definition and theory. Journal of community psychology, 14(1), 6-23.

Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of business research, 63(9), 919-925.

Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust. Journal of marketing research, 29(3), 314-328.

Motowidlo, S. J., & Van Scotter, J. R. (1994). Evidence that task performance should be distinguished from contextual performance. Journal of Applied psychology, 79(4), 475.

Muniz, M. A., & O’Guinn, C. T. (2001). Brand community. Journal of Consumer Research, 27, 412–432.
Nambisan, S., & Baron, R. A. (2007). Interactions in virtual customer environments: Implications for product support and customer relationship management. Journal of Interactive Marketing, 21(2), 42-62.
Neff, C. (2010). What happens when Facebook trumps your brand site? Advertising Age, Vol.81, No. 30, pp. 2.
Nelson-Field, K., & Taylor, J. (2012). Facebook fans: A fan for life?

Ouwersloot, H., & Odekerken-Schröder, G. (2008). Who's who in brand communities-and why?. European Journal of Marketing, 42(5/6), 571-585.

Parker, S.( 2012). “The 5 Types of Facebook Fans and How to Keep Them.” Socialmedia Today, [URL:http://socialmediatoday.com/node/547773], accessed on March 16, 2015.
Patterson, P., Yu, T., & De Ruyter, K. (2006). Understanding customer engagement in services. In Advancing theory, maintaining relevance, proceedings of ANZMAC 2006 conference, Brisbane (pp. 4-6).
Peterson, R. A. (1995). Relationship marketing and the consumer. Journal of the academy of marketing science, 23(4), 278-281.

Porter, C. E., & Donthu, N. (2008). Cultivating trust and harvesting value in virtual communities. Management Science, 54(1), 113-128.

Pritchard, M. P., Havitz, M. E., & Howard, D. R. (1999). Analyzing the commitment-loyalty link in service contexts. Journal of the Academy of Marketing Science, 27(3), 333-348.
Roser, T., Samson, A., Humphreys, P., & Cruz-Valdivieso, E. (2009). New pathways to value: Co-creating products by collaborating with customers.
Sabate, F., Berbegal-Mirabent, J., Cañabate, A., & Lebherz, P. R. (2014). Factors influencing popularity of branded content in Facebook fan pages.European Management Journal, 32(6), 1001-1011.

Schau, H. J., & Gilly, M. C. (2003). We are what we post? Self‐presentation in personal web space. Journal of consumer research, 30(3), 385-404.

Schau, H. J., Muñiz Jr, A. M., & Arnould, E. J. (2009). How brand community practices create value. Journal of marketing, 73(5), 30-51.

Schneider, B., & Bowen, D. E. (2010). Winning the service game (pp. 31-59). Springer US.

Shao, G. (2009). Understanding the appeal of user-generated media: a uses and gratification perspective. Internet Research, 19(1), 7-25.

Sheldon, P. (2008), “The relationship between unwillingness-to-communicate and students’ Facebook use”, Journal of Media Psychology: Theories, Methods, and Applications, Vol. 20, pp. 67-75.
Steinfield, C., Ellison, N. B., & Lampe, C. (2008). Social capital, self-esteem, and use of online social network sites: A longitudinal analysis. Journal of Applied Developmental Psychology, 29(6), 434-445.
Sundar, S. S., & Limperos, A. M. (2013). Uses and grats 2.0: New gratifications for new media. Journal of Broadcasting & Electronic Media, 57(4), 504-525.

Sung, Y., & Campbell, W. K. (2009). Brand commitment in consumer–brand relationships: An investment model approach. Journal of Brand Management,17(2), 97-113.

Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.

Taylor, K. (2013). Agency: Iris, Campaign: MINI NOT NORMAL , http://www.theguardian.com/best-awards/mini-not-normal. Accessed March. 12, 2015.

Tajfel, H. (1978). Interindividual behavior and intergroup behavior. In H. Tajfel (Ed.), Differentiation between groups: Studies in the social psychology of intergroup relations (pp. 27 – 60). London7 Academic Press.

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.
Uncles, M., Ehrenberg, A., Hammond, K., 1995. Patterns of buyer behavior: Regularities, models, and extensions. Marketing Sci. 14 (3), G71-G78, Part 2 of 2.
Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior: Theoretical foundations and research directions. Journal of Service Research, 13(3), 253-266.

Vaughan, B. J., & Renn, R. W. 1999. Customer service citizenship behavior: Bridging the employee-customer relationship. Advances in the Management of Organizational Quality, 4: 151-186.

Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2010). Customer engagement as a new perspective in customer management. Journal of Service Research, 13(3), 247-252.

Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer engagement: Exploring customer relationships beyond purchase. The Journal of Marketing Theory and Practice, 20(2), 122-146.

Wallace, E. (2014). Who Likes You and Why? A typology of Facebook Fans.Journal of Advertising Research.

Wasko, M.M., & Faraj, S. (2005). Why should I share? Examining social capital and knowledge contribution in electronic networks of practice. MIS Quarterly, 29(1), 35–57.
Wetzels, M., Odekerken-Schroder, G., & Oppen, C. (2009). Using PLS path modeling
for assessing hierarchical construct models: Guidelines and empirical illustration.
MIS Quarterly, 33(1), 177-195.
Whelan, S., & Wohlfeil, M. (2006). Communicating brands through engagement with ‘lived’experiences. The Journal of Brand Management, 13(4), 313-329.
Williams, L. J., & Anderson, S. E. (1991). Job satisfaction and organizational commitment as predictors of organizational citizenship and in-role behaviors. Journal of management, 17(3), 601-617.

Woisetschläger, D. M., Hartleb, V., & Blut, M. (2008). How to make brand communities work: antecedents and consequences of consumer participation. Journal of Relationship Marketing, 7(3), 237-256.

Wolfinbarger, M.F. and Gilly, M.C. (2001), “Shopping online for freedom, control and fun”, California Management Review, Vol. 43 No. 2, pp. 34-54.

Xu, C., Ryan, S., Prybutok, V., & Wen, C. (2012). It is not for fun: An examination of social network site usage. Information & Management, 49(5), 210-217.

Yan, J. (2011). Social media in branding: Fulfilling a need. Journal of brand management, 18(9), 688-696.

Fournier, S., & Avery, J. (2011). The uninvited brand. Business Horizons, 54(3), 193-207.

Zaglia, M. E. (2013). Brand communities embedded in social networks. Journal of business research, 66(2), 216-223.

Zhang, J., Sung, Y., & Lee, W. N. (2010). To play or not to play: An exploratory content analysis of branded entertainment in Facebook. American Journal of Business, 25(1), 53-64.

Zhou, Z., Zhang, Q., Su, C., & Zhou, N. (2012). How do brand communities generate brand relationships? Intermediate mechanisms. Journal of Business Research, 65(7), 890-895.

Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing, 31-46.

Zwass, V. (2010). Co-creation: Toward a taxonomy and an integrated research perspective. International Journal of Electronic Commerce, 15(1), 11-48.