網路的迅速發展與普及造就了社群平台的興起，人們透過社群平台互通有無、交換資訊。在台灣地區又以Facebook擁有最多的用戶，數量約在1600萬人左右。在這樣的用戶基數下，許多企業、品牌將Facebook平台視為廣告的最佳管道，於是紛紛創立自家的粉絲專頁興辦各種宣傳活動，希望可以透過粉絲專頁達成增知名度之目標。然而，在平台上所呈現之廣告及其所達成的效益令人好奇。本研究以Facebook作為研究平台，平台上粉絲專頁除了透過Facebook上使用者之間的互相推薦外，其也提供粉絲專頁經營者以付費之方式將粉絲專頁以廣告的方式載入使用者動態牆，藉以提升粉絲專頁的觸及用戶數量，達成宣傳的目的。
但隨著廣告貼文數量的增加以及平台上各類貼文未經分類的呈現方式，使用者對於動態牆上的資訊產生不確定感，無法確定動態牆中的資訊是否為自己所想看的，且對貼文內容的正確性以及與自身期望相符的程度感受到可能的落差而產生知覺風險。本研究以社會傳播理論為基礎定位Facebook上之資訊傳播過程並延伸資訊推薦者的社會位階分類(分為高、同、低社會位階)，使用實驗設計配合問卷調查與訪談之方式探究Facebook使用者在接受到粉絲專頁廣告與好友推薦粉絲專頁資訊時是否在知覺風險與使用意圖上有所差異，希望探究出最佳的粉絲專頁傳播模式。
研究結果顯示在四種不同的推薦情境中使用者對於Facebook付費廣告的知覺風險最高、使用意圖最低；而使用者對於同社會位階的推薦資訊所感到的知覺風險最低、使用意圖最高。此結果提供粉絲專頁經營者在於廣告宣傳資源上比重的分配建議，經營者應減少付費廣告的經費投入，而多舉辦能夠引起同社會位階人群共襄盛舉的活動，以期達到資訊傳播過程中知覺風險的降低與使用意圖的增加，使粉絲專頁的粉絲數量能快速的增長，達到社群行銷的目的。

The development of Internet technology has led to the popularity of Social Network Sites. In Taiwan, many enterprises have their own fan pages on Facebook. They organize promotion activities through fan pages to make their brands to be well-known. Nowadays, Facebook provides fan page owners the advertising services which seems to be a very effective way to propagate marketing messages to the potential customers, but the effectiveness of advertisement on Facebook is still unclear, because advertisement posts from unfamiliar users or brands may cause users feel uncertain about the information. This study focuses on comparing four different types of fan page recommendation methods to figure out which ones of them will reduce user’s perceived risk and increase use intention toward fan pages the most. We refer to social contagion theory and adopt the three recommender’s social stages based on the “Structural Equivalence Equals Cohesion” model to see the different effects of them. The research approach of experimental design is used in this study, which is complemented by the use of survey and personal interviews. Based on the survey data collected from 60 students, this study has six hypothesis supported. The fan page recommendation from Facebook recommendation system results in the worst performance and the recommendation from peer friend results in the best performance. The results show that fan page owners should put more energy on the promotional activities which make users to spread the page to peer friends because that will be the most effective way to get more fans.

網路及中文文獻：
ARO/MMX(2013)Media Metrix網路流量報告 http://www.insightxplorer.com/news/news_05_22_13.html
Cereja Technology(2014)セレージャテクノロジー、アジア各国のFacebook推定ユーザ数を発表。1位インド、ユーザ数が1億1600万人。日本、200万人増の2,400万人。TVCMが影響か？アジア全体では前回調査比1112万人増。
http://www.cereja.co.jp/press_release20141113.pdf
Disruptive Communications(2013)REVEALED: What Customers Hate About Social Brands [INFOGRAPHIC] http://www.adweek.com/socialtimes/social-brand-mistakes/488929?red=at
Digital Marketing Ramblings (2014) By the Number: 80 Amazing Facebook Page Statistics
http://expandedramblings.com/index.php/facebook-page-statistics/
Digital Information World (2014)Where Do Social Media Audiences Spend Their Time [INFOGRAPHIC]
http://www.digitalinformationworld.com/2014/01/which-social-networks-should-business-care-about-in-2014-infographic.html#axzz3LQgcgDdg
台灣網路資訊中心(2014)「台灣寬頻網路使用調查」http://www.twnic.net.tw/NEWS4/135.pdf
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