在這個資訊爆炸的時代，電子商務逐漸成為了市場上的主流。特別是越來越多的品牌前仆後繼的投入社群網站為平台的市場行銷手法。本研究的主旨為探討在時尚品牌社群網站上之顧客涉入 ( Customer engagement ) 行為研究進而了解顧客涉入行為的前因及後果。本文採用驗證性因素分析 ( Confirmatory factor analysis ) 及結構方程模型 ( Structural equation modeling ) 來分析並建構假說。最後研究結果顯示，在顧客涉入行為中最強烈的誘因為自我形象的表達；而尋求建議只會在社群網站上形成顧客涉入中的貢獻及創作行為。更進一步的研究發現，三種層級的顧客涉入行為皆有助於在顧客與時尚品牌間建立品牌親密感。研究結果有助於在顧客涉入相關領域進一步的發展。以實用性來說，行銷人員除了了解顧客使用社群媒體的動機外，也更了解如何在社群媒體行銷手法上增進品牌與顧客之間的連結度。最後，學術上與管理學上的應用有更深入的探討。

In an information diffusion era, digital marketing becomes the trend in marketing field. Especially, more and more brands are doing marketing on social media. The purpose of this research is to understand customer engagement behavior in fashion brands’ social media sites, specifically, the antecedents and the consequences of the engagement behavior. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) are used to analyze the hypothesized relationships. The findings show that self-image expressionis the strongest antecedent of customers’ consumption, contribution and creation behavior while advice seeking would only result in contribution and creation behavior on social media sites. Furthermore, the results also demonstrated that three level of customer engagement behaviors would result in brand intimacy between customers and fashion brands. The results contribute to customer engagement literature. Practically, marketers could understand more about customers’ motivations and how to reach brand intimacy through social media marketing. Finally, academic and managerial implications are discussed.

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