企業社群商務的經營，因充滿前景的經濟效益愈臻受到企業界與消費者的重視。本研究整合理性行為理論和使用與效果模式為理論基礎，探討形塑粉絲在社群商務中的持續互動行為之價值因素，再以臉書粉絲專頁為例，共回收582份有效樣本，以PLS資料分析工具與UGT-TRA模型進行假說驗證。研究結果顯示，粉絲藉由價值因子(含：情感價值、自主價值、認知價值、社會價值)驅動其在粉絲專頁的持續互動意願，且因情感價值具有中介效果最為重要。本研究亦將受測者依「按讚頻率」分為高與低互動二群，分別評估其價值因素的影響效果，也證實其差異性。本研究不僅建立價值因素對互動意圖之影響力理論模型，亦延伸社群商務之相關研究主題與提供粉絲專頁若干管理實務之建議。

The promising economic benefits make the operation of enterprises’ social commerce increasingly valued by both enterprises and consumers. This study is based on the theory of reasoned action and the use and effect models as theoretical background to explore various value factors that shape the continuous interaction behavior of fans in social commerce, including antecedents and mediation mechanism. This research uses Facebook fan pages as an example. A total of 582 valid samples of fan page users were collected, and the PLS analysis tool and the UGT-TRA model were used to verify the hypothesis. This model is supported by empirical evidence. We further performed cluster analysis and distinguished the research samples into two clusters based on the degree of interaction by pressing like frequency (high vs. low). The results show that in the Facebook fan pages, the value factors drive the fans to continue interaction on the fan pages. Affection value, autonomy value, cognition value, and social value have a significant influence on the positive attitude, subjective norm and continuous interaction intention of fan pages. The affection value is the most important because it has a mediation effect that affects other value factors. This study also divided the subjects into high-interaction and low-interaction groups, respectively assessed the effect of their value factors and confirmed the differences. In addition to establishing a theoretical model of the influence of value factors on continuous interaction, the results also extend previous studies related to social commerce and provides suggestions for fans management on social platforms.

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