本論文旨在探討電商網購平台粉絲專頁經營對於消費者產生之享樂價值與功能價值之影響，隨後更進一步探討享樂價值與功能價值分別對品牌承諾與忠誠度的影響。實際回收樣本數為312份，有效問卷285份，有效回收率91.3%。以SPSS17軟體資料分析工具進行敘述統計分析、因素分析、信度分析、相關分析與迴歸分析。
本研究分析結果如下:
1. 管理社群關鍵要素之會員發展與資產管理對消費者的享樂價值與功能價值產生正向影響。
2. 管理社群關鍵要素之社群關係並不會對享樂價值與功能價值產生影響。
3. 享樂價值並不影響消費者對電商網購平台的品牌承諾，卻正向影響消費者對電商網購平台的忠誠度。
4. 功能價值正向影響消費者對電商網購平台的品牌承諾及忠誠度。
故本研究建議: 粉絲專頁首頁之基礎建設要完備使資訊易被消費者查找，粉絲專頁之貼文內容需持續提供與該粉絲專頁本身相關的資訊，粉絲專頁需提供即時且良好的互動與回應。

The purpose of this paper is to explore the impacts that fan pages of e-commerce platforms have on generating hedonic and functional values for consumers, followed by further exploring the impacts that hedonic and functional values have on brand promise and loyalty. The total number of responses collected is 312 with 285 usable responses, giving a response rate of 91.3%. The data analysis software SPSS17 was used to conduct statistical analysis, factors analysis, reliability analysis, and correlation and regression analysis. The results are as follows:
(1). The fan pages of e-commerce platforms have positive impacts on the hedonic and functional values experienced by consumers. (2). "Smart Ways to Run Online Communities - Community Relations" does not have any impact on the hedonic and functional values. (3). Hedonic values do not have any impact on the perception of consumers towards the brand promise of the e-commerce platform but do have a positive impact on the loyalty consumers have towards the platform. (4). Functional values have a positive impact on the brand promise and loyalty that consumers have for the e-commerce platform.
The functions of the fan pages and websites of e-commerce platforms differ from the fan pages in having a positive impact on consumer perceived value. This has caused e-commerce platforms to focus on strengthening the service, content, information, and other such "qualities" of their fan pages in order to satisfy the expectations consumers have on functional values as they progress through the purchasing process. Satisfying the functional values of the consumer is a ‘must – have’ option because by satisfying it, the brand promise of the e-commerce platform and the brand loyalty consumers have for the platform will be enhanced. Providing consumers with valuable content and services are most important when it comes to corporations managing their fan pages.
Keywords: fan page management, value, brand commitment, loyalty

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