隨著電腦網路的普及化，人類黏在網路上的時間逐漸增加，近年來Facebook成為廣受人們喜愛的社群網站，因為它讓人們在網路世界中也能持續的與他人互動、交流，並維繫社交網絡。回顧過去Web2.0相關的研究，較少研究以使用特定虛擬社群之功能為探討主題；因此，本研究針對Facebook成員使用“動態消息”頁面時，產生轉送訊息之行為進行探討，好友們紛紛將資訊散播給他們認識的好友，所形成之病毒式行銷更快速且有效。並且以台灣使用Facebook動態消息之成員為資料蒐集對象，經由問卷設計來衡量成員對於各項構念和假說之影響，並使用SPSS及AMOS分析工具，檢定研究假說及驗證研究模型。結果發現，Facebook成員對於經由動態消息頁面轉送訊息給好友之動機，會受到自我效能、形象結果預期、知覺愉悅性和利他人格的影響；相反地，增加好友之間的社會互動連結、對於社群的認同感、使用過程之知覺有用性及自我呈現程度，並不會提升成員轉送資訊意圖和行為。本研究的結果可提供給，欲了解形成Facebook行銷潛在因素之學者，或是欲透過Facebook行銷的商家，在行銷策略上的建議，增強在Facebook行銷的發展性，提升在虛擬社群上的經營成效及競爭力。 With the popularization of computer networks, the time that people use the Internet increases. In recent years, the Facebook has become a popular social networking site, because it makes people can sustain interactions with others online, exchange and maintain the social networks. In the literature of Web2.0, seldom studies used a specific function of the virtual community as a research. Thus in this study, we focus on the Facebook members who use the “News Feed” and forward messages to the others. One on the Facebook delivers information to his/her friends one by one. This formation of viral marketing is more rapid and effective. The experimental data are collected from the Facebook members who use the “News Feed” frequently in Taiwan and we conduct a questionnaire to measure the effects of the members to each constructs and hypotheses, and then use SPSS and AMOS software to test the hypotheses and verify the proposed research model. The results showed that the behavior of the Facebook members transmitting via the “News Feed” will have positive effects on the self-efficacy, image outcome expectation, perceived enjoyment, and altruism trait. On the contrary, the social interaction increase among friends, community identification, the perceived usefulness and self-presentation during using the “News Feed” transmission will not enhance the intention and behavior of message transmission. The results of this study can not only provide the scholars who are interested in research of the potential influences on marketing by the Facebook, but provide the merchants recommendations of marketing strategy through the Facebook to raise the development of marketing on the Facebook and improve the effectiveness and competitiveness in the virtual community.
