| Summary: | 碩士 === 國立中山大學 === 傳播管理研究所 === 99 === With the popularity of the Internet and the growing trend of Web2.0, interaction and knowledge exchanges among the Internet users become active. Facebook, currently the world''s most successful social networking website of Web2.0, functions as a social entertainer and further develops as a marketing business platform. In particular, many enterprises and organizations focus on operating the function of Fan Page for the purpose of marketing strategy.
The research will be conducted from the users'' viewpoints and the examples of consumption on Facebook and entertaining Fan Pages will be provided to investigate the specialties and functions of the website, causing the users to organize and participate in the Fan Pages, and the behaviorial motives and the gratification obtained from the process.
Substantial and virtual random samplings are utilized in conducting the questionnaire survey. The result shows the obvious difference in the motives of the Fan Page participants based on various levels of education. It also verifies the critical influence of media characteristics on the participation of Fan Page. And, it helps us realize that users with different motives obtain different satisfactions through the participation of Fan Page. In the end, the research investigation can be considered as a basis of enterprise marketing strategies theoretically and practically.
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