| Summary: | 碩士 === 中原大學 === 資訊管理研究所 === 106 === Along with technological advances, the number of users on social media websites is increasing day by day, and Facebook has the largest number of users among these social media websites. Facebook’s fan-pages not only offer users a platform to freely create content, and, from the perspective of commercial businesses, they also offer communication channels between corporations and customers. In addition, through their interactions with their fans, corporations could thereby adjust their business operational models, increase customers’ loyalty, and strengthen the relationship between corporations and customers. Since most functions of this type of marketing strategies are free of charge, through analyzing the large amount of users on their fan-pages and observing how they “like” posts, leave comments, share posts, and interact online, many corporations began to explore new business opportunities and utilize the enormous hidden value behind the information on their fan-pages. This study uses Taiwan’s Pinede Pastry Company as a subject, and, based on its the research design, categorizes and codes all the information/messages registered/posted on Pinede’s fan-page. In addition, by observing its fans’ reactions to various posts, this study statistically analyzes Pinede fan-page users’ interactive behaviors (i.e. clicking “like,” leaving comments, and sharing posts). It also investigates the ways it may increase fans'' interactive behaviors by adjusting the contents on Penede’s fan-page. The outcome of this study shows that there is no statistical significance in its analysis of Pinede’s fan-page posts’ presentation format. After analyzing various types/categories of posts on Pinede’s fan-page, the analysis shows that posts related to lottery prizes witness the most interactive behaviors from the fan-page users. However, due to the high costs associated with conducting lottery prizes, it will not be cost-effective for Pinede to rely heavily on offering lottery prizes to its fans; instead, Pinede chose to rely more on its second-best interactive behaviors-inducing posts which are posts related to product introduction/promotion. Finally, with respect to the information posting time, the analysis shows that the most effective posting time is eleven (11) A.M. on weekdays. In future researches, other factors (such as fans’ sex and age) may be incorporated into the analysis so that factors related to fans’ interactive behaviors can be understood more comprehensively.
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