本研究以價值共創的觀點探討社群平臺使用者滿意度的影響因素，並以Instagram和Facebook兩大社群平臺為例，分析兩大社群在價值共創構面下對使用者滿意度的作用之差異性，並討論其平臺屬性與研究結果的相關性。並以服務主導邏輯（Service-Dominant Logic, SDL）為理論基礎，強調社群使用者之間及使用者與平臺間的互動以共同創造平臺價值。研究探討了價值共創的核心構面，並根據在社群平臺環境下進行構面之調整，分別為使用者生成內容-資訊分享、使用者生成內容-社交互動、個人化、使用者體驗以及虛擬社群意識五個構面。本研究實證分析結果發現，兩大社群平臺之「使用者體驗」對使用者滿意度均有最大顯著影響；Instagram中，「使用者生成內容-社交互動」構面在使用者滿意度的影響較為顯著；Facebook中「使用者生成內容-資訊分享」、「個人化」及「虛擬社群意識」構面對使用者滿意度影響更為顯著，顯示兩大平臺(Instagram和Facebook)在價值共創下對使用者滿意度的影響存在差異。

This study examines the impact of value co-creation on user satisfaction within social networking platforms, focusing on Instagram and Facebook as case studies. It investigates the differences in how these platforms facilitate user satisfaction through value co-creation activities. Grounded in the theoretical framework of Service-Dominant Logic (SDL), the research highlights the importance of interactions between users and the platform, as well as among users, in co-creating value for the platform. Core dimensions of value co-creation were identified and tailored to the context of social networking platforms, including user-generated content-information sharing, user-generated content-social interaction, personalization, user experience, and virtual community awareness. Empirical analysis reveals that "user experience" has the most significant impact on user satisfaction across both platforms. On Instagram, the "user-generated content – social interaction" dimension shows a more pronounced influence on user satisfaction. On Facebook, the dimensions of "user-generated content – information sharing," "personalization," and "virtual community awareness" have a greater impact on user satisfaction. These findings demonstrate that the influence of value co-creation on user satisfaction differs between Instagram and Facebook.

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