當每個企業品牌皆擁有Facebook粉絲專頁，如何促使粉絲專頁追蹤者成為活躍社群成員，願意持續使用該社群及和品牌互動，以期提供企業消費者回饋和洞見，進而將虛擬社群的參與行為轉化為對該特定品牌的忠誠度，是現今經營粉絲專頁的目標。
過去研究顯示官方社群的活躍度會較弱，但實務上我們發現全聯粉絲專頁的社群成員的社群投入度高。此外，由於負面事件的溢出效果，顧客會對事件外的部分對品牌產生不良觀感，有鑑於此，本研究以全聯官方粉絲專頁為例，試圖深入探究官方品牌粉絲專頁服務屬性對品牌關係的影響，以及顧客是否會因為該事件而影響到品牌關係品質和忠誠度。
以網路服務屬性的互動性、娛樂性作為基礎，亦加入負面事件作為調節變數，探討負面事件對品牌關係的衝擊。希望能給予品牌社群經營者建議，採用有效的經營模式為品牌加值，方能與消費者建立長遠的品牌關係。
本研究的資料透過網路問卷蒐集，共回收283份有效樣本數，並以相關分析、迴歸分析驗證本研究各構面與調節變數之假設。經由研究結果發現：
(1) 網路服務屬性：互動性、娛樂性對品牌關係品質具有正面顯著影響。
(2) 互動性、娛樂性需透過品牌關係品質來影響品牌忠誠度，品牌關係品質在此架構為中介變數。
(3) 負面事件對互動性、娛樂性與品牌關係品質之間無顯著的負面調節效果。

The official Facebook fan page has become the most common community platform for business to communicate with public. It is important to determine how to motivate the follower to be active community members, and transform the virtual community engagement into brand loyalty.
The study takes PXmart fan page as an example, trying to explore the influence service attributes including interactivity and playfulness of the community. Moreover, to determine whether the brand relationship quality and loyalty will be affected by event. Based on the interactivity and playfulness, we also add negative events as moderator to examine the impact on brand relationship.
Samples were collected through online questionnaires, and 283 valid samples were obtained. The results are as following:
1. Interactivity and Playfulness are positively related to Brand Relationship Quality
2. Brand Relationship Quality is positively related to Brand Loyalty.
3. Negative occasion does not have moderate effect between Interactivity and Brand Relationship Quality.
4. Negative occasion does not have moderate effect between Playfulness and Brand Relationship Quality.

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