近年來社交網路服務的發展，提供了一個新型態的社會互動空間，透過平台互動交流，讓使用者沈浸於新的人際互動關係。因此本研究探討社交平台的認知互動與認知價值對忠誠度之影響研究，研究對象為Facebook使用者，採網路問卷方式進行研究。透過描述統計分析、信度分析、因素分析及相關與迴歸等統計方式，協助了解認知互動及認知價值與忠誠度之間的關係。本次研究發現（一）認知互動可區分出三個因素，分別為溝通性、掌握性及控制性印證學者對互動的定義。（二）從相關與迴歸分析中，發現探究忠誠度時，認知價值的顯著性大於認知互動。從中理解要讓使用者對平台產生忠誠度必須先對平台產生價值。而價值則牽涉到認知互動方面，故三者關係是密不可分的。

In recent years the development of online social networking has provided a new type of social interaction space, allowing users to immerse in new relationships, interacting through online platforms. This research studies
the perceived interactivity and perceived value of social networking platforms and their connection to loyalty. The subjects of study are Facebook users, and the study is carried out using online questionnaire and surveys to help understand the connection between perceived interactivity and value and user loyalty through statistics methods such as Descriptive Statistical Analysis,Reliability and Validity Analysis, Exploratory Factor Analysis, Correlation Analysis and Regression Analysis . This research found that (1) perceived interaction can be categorized into three elements: Communication、Command and Control prove the scholars interactive definition; (2) the loyalty is more prominently related to the perceived value than the perceived interaction. From these discoveries it can be concluded that in order to induce loyalty, the platform has to generate value to its user first. At the same time, value
is dependent on the perceived interaction; hence the three elements are closely knitted together.