| Summary: | 碩士 === 亞東技術學院 === 運籌管理研究所 === 101 === In recent years, with the popularity of the Internet and mobile technology vehicles, people could link social networking sites play telepresence games, with their friends or strangers at anywhere or anytimes. Social network sites functions like telepresence and perceived interactivity are also become a corporations and consumers interaction’s platform that all corporations focus on. This study used Stimulus-Organism-Response Framework (SOR Thoery) as a conceptual framework to investigate a brand facebook page the antecedents and consequences of telepresence and interactivity factors, even affect pleasure theory factors , as well as behavioral factors include wom, continuance intention and customer power. The research sample consists of 1460 members who had 7-11Facebook brand websites’s experience in a half year. This research adopts Structural Equation Modeling (SEM) to test the proposed model and the structural model shows a good fit. The results indicate that part of will positively effect to user’s emotion pleasure, normative influence will positively related to user’s behavior; WOM, continuance intention, customer power. This study also provides conclusions, future research and practical implications to company.
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