本研究主要探討，經由社群媒體Facebook，將原生廣告內容訊息價值傳遞給使用者，是否會帶來品牌形象、廣告態度與廣告效果的影響。本研究利用台灣Facebook對使用者發放網路問卷，共收集有效問卷214份，採多元迴歸分析進行假設的驗證。研究結果顯示，原生廣告內容訊息價值對於品牌形象、廣告態度與廣告效果皆有正向顯著的影響，並發現實用性價值的廣告會促使使用者進行搜尋及購買行為，享樂性價值的廣告則有助於使用者的分享行為。

The purpose of this study is to discuss the impact of the user on the value of the native advertising information in Facebook regardingbrand image, advertising attitude, and advertising performance. Through online questionnaires published for Taiwanese Facebook users, 214 valid responses are collected. The hypothesis test is carried out by multiple regression analysis. The results show that the value of the native advertising information has a significant positive impact on brand image, advertisingattitude, and advertising performance. In addition, utilitarian value motivates users to do the searching and purchasing behavior, and hedonic value bringsusers about sharing the information of purchase experience.