facebook擁有全球龐大使用者，其提供的粉絲專頁功能帶來新型態的行銷方式。過去的研究當中大都探討透過facebook粉絲專頁來進行行銷，並與消費者購買意願之間的相互關係。而對於粉絲專頁的經營者而言，其實也是被facebook設定成消費者，粉絲專頁的經營者可以藉由刊登廣告的功能，來快速且有效的達到粉絲專頁的宣傳效果，吸引更多的粉絲注意。因此引發本研究對粉絲專頁經營者持續使用意圖與購買刊登廣告意願的研究。
本研究以行為理論（TRA）、購買意願理論及涉入理論作為研究的基礎架構。在資料蒐集上，透過網路問卷的方式，以隨機取樣的方式尋找粉絲專頁經營者為研究對象，共回收396份有效問卷。本研究透過結構方程式（SEM）作為驗證各變項之間關係的研究模型。研究結果整理發現粉絲專頁經營者持續使用粉絲專頁的意圖，會正向影響購買刊登廣告意願；另外粉絲專頁經營者的產品涉入對所經營的粉絲專頁持續使用意圖與購買刊登廣告的意願之間具有干擾效果。
Facebook has many users in the world.It provides the new type of the marketing like fans page. In the past most studies explored using fans page to promote some-thing, and the relationshiop with consumer’s intention. As far as manager of fans page also could be set to consumer. Managers through advertise functions to achieve quickly and effectively advertisement and attract more fans attention. For this reason, this study attempts to examine fans page managers’ continuous usage intention and purchase intention on advertise.
This study constructs a research model based on the theory of Reasoned Action (TRA), Purchase Intention and Involve Theory. The data colleted from 396 fans who filled out the on-line questionnaire voluntarily. It applies structural equation model-ing (SEM) to analyze the data and using dummy regression to examine moderator variable in the model. T research result: 1、Facebook fans page managers’ continuous usage intention will positively influence their purchase intention on advertise.2、Facebook fans page managers’ production involvement has interfering with fans page managers’ continuous usage intention and purchase intention on advertise.
