「社群網站」的推廣與開發，使用者對於網路的運用有了更多的分享，整個網路生態都產生重大的改變，資訊的分享、溝通以及訊息傳遞都朝著更透明更自由的方向發展。 Facebook粉絲專頁的粉絲數量代表此粉絲專頁擁有的人氣，塗鴉牆上的讚可以看出多少粉絲對此粉絲專頁的關注，越來越多的商店抑或企業行銷都透過Facebook按個讚或打卡的活動進行促銷。因此，Facebook對於行銷的重要性越來越高，它不只是個人的社交場合，更具有行銷的特性，影響的層面不僅是網路使用者，這股利用Facebook來進行廣告與行銷的風氣已經逐漸帶動起來。如今也有著越來越多台灣各地的民宿開始經營自己的小社群、小粉絲團，希望能透過這個社交工具來更好的推廣自己的民宿、服務更多的客人。 本研究透過Facebook民宿粉絲專頁的使用者之分析調查民宿粉絲專頁之使用動機的「時間便利」、「資訊取得」、「利益」、「社交性」對於「互動程度高低」以及行銷成效的「購買意願」、「忠誠度」之間的互相影響關係。最後研究顯示，四個使用動機除了「利益」不能影響「購買意願」其他皆成立，研究過程中也檢定出「互動」為「社交性」與「購買意願」之中介變數，對於將來欲使用粉絲專頁的民宿旅館業者們會是一個很好的經營參考。 The promotion and development of the community website make users have more sharing on the use of the network. The entire network ecology has produced a significant change. The sharing of information, communication and messaging has became more transparent and more free direction. On Fan pages, the number of fans is on behalf of their popularity. People can see how many people pay attention to this fan page via the number of like on the wall, more and more stores make marketing activities through press a Like or check in on Facebook. The importance of marketing is increasing on Facebook. Facebook is not just a personal social occasions, which has more marketing features. Its influence is not only network users. The trend who use Facebook for advertising and marketing has gradually driven up . As now on, more and more B&B has begun to run their own community or small community page. Through these social tools , B&B hopes to promote their own B&B and services their customer more. The study via the user analysis on Facebook B&B fan page surveys use of B&B fan page motives "time convenience", "information accessibility", "benefits" and "sociability" to "Interaction" as well as the effectiveness of marketing’s "purchase intentions" and "loyalty" between the mutual influence. At last, research shows that four motives except for "benefits" affect the "purchase intentions", and the research also test out "interaction" is the mediator between "sociability" and "purchase intentions". The study will be a good business reference for the B&B owner.
