互聯網是許多企業建立品牌以及激勵顧客忠誠度的強效工具，因為它提供了多種線上推廣企業的方式，例如，網站互動。本研究應用SOR模式探討用戶在森芭梯田臉書的知覺網站互動如何影響知覺價值、品牌形象與顧客忠誠度，其中知覺網站互動包含人機互動和人際互動兩個面向。本研究的對象為有使用馬來西亞森芭梯田臉書經驗的馬來西亞華人，採用問卷調查方式進行資料蒐集，獲得有效問卷126份，並應用結構方程模式的驗證性因素分析(Confirmatory Factor Analysis, CFA)與路徑分析檢視問卷量表信效度、並檢視研究架構路徑的假設。研究結果顯示，(1)知覺網站的人機互動有效增加消費者知覺網站價值，進而提升消費者知覺網站的品牌形象；另一方面，知覺網站的人際互動能直接且強烈提升知覺網站的品牌形象。(2)知覺網站價值能直接有效地激勵顧客忠誠度的再購意願。(3)知覺品牌形象能直接有效地激勵顧客忠誠度的再購意願與口碑推薦，建議網站可以透過經營知覺網站互動與知覺價值等因素來建立品牌形象、進而觸發顧客忠誠度。本研究並依此提出實務意涵與建議。

The Internet is a powerful branding tool and an effective building customer loyalty tool for many businesses. One of the reasons is that Internet provides a variety of ways to promote a business online, for example, website interaction. A total of 126 valid questionnaires are collected. This study uses Structural Equation Modeling (SEM) to analyze data, including the CFA to examine the measurement model and the path analysis to evaluate the conceptual model. The results find that: (1) on one hand, human computer interaction significantly and positively influence perceived value. Subsequently perceived value effectively improves perceived website brand image. On the other hand, person interaction significantly and directly increases perceived website brand image. (2) Perceived value significantly and directly encourages repurchase. (3) Perceived website brand image significantly and directly improves customer loyalty (including repurchase and word of mouth). The practical implications and suggestions are proposed.