隨著網際網路興起，企業透過社群媒體進行廣告、促銷等等行銷活動，而消費者也改變過往的購買習慣，他們開始在購買產品前觀看社群媒體上其他使用者之評論。因此，企業開始藉由用戶生成內容以及企業生成內容作為行銷產品的主要工具。另外一般大眾由被動的訊息接收者之角色轉變為主動的訊息發布者，而企業已不再是唯一發布產品訊息的來源。因此本研究希望了解影響消費者觀看用戶生成內容以及企業生成內容之重要因素，並深入探討兩類生成內容對消費者在產生品牌情感上之影響程度以及如何增加品牌權益。
本研究利用網路問卷方式針對手機品牌與線上訂房平台作為研究對象，並對曾經觀看過社群媒體上由企業以及消費者所發布之產品訊息的用戶進行調查，最終有效問卷分別為371份及363份，並以結構方程式作為研究分析方法。
研究結果顯示品牌態度及品牌依戀對品牌權益皆為正向影響，且品牌態度效果較大。企業生成內容的來源可信度對品牌態度產生正向影響。用戶生成內容及企業生成內容二者的自我一致性也對品牌依戀有正向影響。綜合上述，本研究根據分析結果進行討論，並提供結論與實務建議，以提供企業能更精準利用用戶生成內容及企業生成內容之行銷策略。

With the development and popularization of network technology, companies are using user-generated content and firm-generated content as the main tools to promote products. In addition, people have changed from being passive information receivers to being active distributors. Thus, companies are no longer the only source of information about their products. Consequently, it is possible to analyze how both contents affect a brand and build brand equity while also understanding the elements that drive both user-generated and firm-generated content.
This study used online questionnaires to target cell phone brands and online booking platforms. It surveyed users who have viewed product messages posted by companies and consumers on social media. Finally, this study gathered 371 and 363 valid questionnaires, respectively, using a structural equation as the analytical method.
The results show that brand attitude and brand attachment have also positive effects on brand equity, and the effect of brand attitude is greater. Besides, the source credibility of firm-generated content has a positive impact on brand attitude. The self-congruence between user-generated and corporate-generated content also has positive effects on brand attachment. In summary, this study discusses the results of the analysis and provides conclusions as well as practical suggestions to provide companies with marketing strategies to know how accurately utilize user-generated and firm-generated content.

創市際（2021）。台灣網路使用概況。2021 年 9 月 1 日取自：https://www.ixresearch.com/news/news_09_01_21
數位時代（2022）。台灣人每天上網超過 8 小時！最新使用報告出爐，8 大數據亮點幫助精準行銷。2022 年 3 月 15 日取自：https://www.bnext.com.tw/article/68026/2022-internet-report?
 

吳妮蓁 (2019)。網紅廣告代言的來源可信度、廣告懷疑與廣告效果關聯性之研究－以消費者觀點探討。國立高雄科技大學企業管理系碩士論文。高雄市。取自：https://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=mmaVzE/ record?r1=1&h1=0
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蔡伊晴 (2018) 。用戶及企業生成內容如何影響再購意願？。國立高雄科技大學企業管理系碩士論文。高雄市。取自：https://ndltd.ncl.edu.tw/cgi-bin/gs32/gsweb.cgi/ccd=mmaVzE/record?r1=1&h1=1
 

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