近年來，由於消費者意見、使用者體驗及產品評論貼文等已成為消費者購買決策的主要資訊來源，因此臉書粉絲專頁本身既是消費者涉入與使用服務的對象，亦是顧客參與口碑傳播的社群媒體場域。雖然過去的研究已分別探討知覺服務品質、顧客滿意度及口碑之間的關係，以及消費者涉入與口碑之間的關係。然而，過去的相關研究多聚焦在評量公司或粉絲專頁所提供的品牌、產品或服務，而鮮少以粉絲專頁本身為評量標的。況且，目前鮮少有研究探討消費者涉入、顧客滿意度及口碑之間的關係。因此，本研究目的乃以餐飲業粉絲專頁的消費者為研究對象，探討上述哪些因素會對於粉絲專頁的口碑此種顧客參與行為產生影響。本研究有效樣本共有196份有效問卷，經由分析後，發現粉絲專頁的知覺服務品質對於顧客滿意度有正向且顯著的影響；粉絲專頁的顧客滿意度對於口碑有正向且顯著的影響；粉絲專頁的消費者涉入對於口碑有正向且顯著影響；粉絲專頁的消費者涉入會正向且顯著地調節顧客滿意度與口碑之間的關係；以及，粉絲專頁的顧客滿意度在知覺服務品質與口碑之間，具有正向且顯著的中介效果。

Recently, since consumer opinions, user experiences and product review posts have become the main sources of information for consumers to make purchase decisions, the Facebook fan page itself is not only the target of consumer involvement and use of services, but also a social media field of word-of-mouth communication by customer engagement. Prior researches have explored respectively on the relationship among perceived service quality, customer satisfaction, and word-of-mouth; and the relationship between consumer involvement and word-of-mouth. However, the prior studies mostly focused on assessing the brands, the products or the services provided by companies or fan pages rather than the fan pages themselves. Moreover, there are currently few studies exploring the relationship among consumer involvement, customer satisfaction and word-of-mouth. Therefore, we take the consumers of the fan pages of some foodservice companies as the subjects; and explore which above factors will affect the word-of-mouth, such a customer engagement behavior. There is a total of 196 valid questionnaires in the sample set. After analysis, it is found that the perceived service quality of fan pages has a positive and significant impact on the customer satisfaction; the customer satisfaction of fan pages has a positive and significant impact on the word-of-mouth; the consumer involvement of fan pages has a positive and significant impact on the word-of-mouth; the consumer involvement of fan pages positively and significantly moderates the relationship between customer satisfaction and word-of-mouth; and, the perceived service quality of the fan pages has a positive and significant impact on word-of-mouth through the mediated effect of customer satisfaction.