在智慧型手機的快速進步以及社群媒體的蓬勃發展帶領下，消費者可以無時無刻的創造與分享文字內容或是影音資訊，並善用社群媒體的特性，發布在社群媒體造成無遠弗屆的影響。換言之，現今消費者若是願意拍下照片與分享產品帶給其他消費者優質經驗的分享，一張照片或是一則留言評論，都將成為社群媒體上最客觀、最能信賴的一個品牌代言，同時也將提升企業或是品牌在整個社會上的觀感與好感度。

而這些消費者在沒有收取費用的狀況下，自行創作與發佈的文字或是圖片影音，就稱作為使用者創作內容（UGC，user generated content）。在社群媒體上，使用者每日都會不斷的產生出各種評論、貼文以及各種分享的內容與資訊，品牌或是企業社群不斷思考該如何有效的引發社群使用者的願意在品牌或企業社群中產生關注、點擊、閱覽以及貼文等各種行動的產生，來替產品或是品牌發布正向的口碑推薦。而本研究使用聯合分析進行社群貼文之社群媒體參與行為之分析發現，在社群貼文中，有越多其他購買者留言正面推薦，並給予特色或是功能性的好評，以照片類型的圖像資訊呈現，將有更高的機會引發消費者跟品牌或企業社群互動的行為產生，也可發現，社群經營應該更關注社群上消費者的關係維繫與產品特色與品質，更可利用活動多多激勵消費者提供圖像等好評回饋來作為口碑行銷的推廣。

With the rapid progress of smart phones and the rapid development of social media, consumers can create and share all kinds of content, video and audio information all the time, and take advantage of the characteristics of social media. Publishing on social media can have a far-reaching impact. In other words, if today's consumers are willing to take photos and share high-quality experiences with the products, a photo or a comment will become the most objective and reliable brand endorsement on social media, and will also enhance the perception and goodwill of the enterprise or brand in the whole society.

Without getting paid, these consumers write their own words or pictures on line, is called as the User created Content (UGC, user generated content). On social media Users will continuously produce various content every day, such as comments, text, or video and audio posts. Brands or corporate communities hope to encourage users of the community to follow, click, read, and post in the community, and release positive word-of-mouth recommendations for products or brands.

This study apply conjoint analysis to conduct the analysis for UGC create by community participation behavior analysis. The results show that, put the paper in the community, if there are many other buyers comments positive recommendations, and gives the features or functionality, and can create more photos type of image information, there will be a higher chance to cause consumers' willingness to buy, can also be found that community management should pay more attention to community on to maintain the relationship between consumers and product features and quality, more available activity more motivate consumers to provide images, well-received feedback as word of mouth marketing promotion.

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