研究目的在於探討使用者對於虛擬社群網站之體驗行為與評價，並應用二維尺度概念之Kano品質模式，以Facebook與無名小站為探討對象，釐清網站體驗屬性與使用者滿意度評價之相關性。首先，透過使用者的深度訪談，應用魅力工學之評價構造法，歸納出虛擬社群網站的魅力體驗特質。研究並根據訪談結果以為體驗問卷設計之基礎，針對虛擬社群網站之體驗品質與滿意度評價進行調查。透過虛擬社群網站體驗品質屬性與滿意度調查的實施，藉由因素分析歸納出使用者對於虛擬社群網站之體驗因子，包括：認同性、社交情緒、互動性、趣味/多元性、參與性與個性化等六個構面，且各因子構面對於偏好度評價具備了不同程度的影響力。同時，藉由Kano品質分類的應用，18個體驗品質屬性歸類為不同Kano品質，包括一元的、魅力的與必要的，說明各體驗品質項目與滿意度之間確實存在不同線性與非線性關係。藉由Kano品質概念可釐清使用者對於虛擬社群網站之體驗品質需求差異，辨別影響使用者滿意度提昇之重要因子，以為虛擬社群網站未來改善之參考，協助設計者有效地提升使用者滿意度。

The purpose of the study is to explore the users’ preference and experience on participating in social network. To identify the attractive and important experience attributes, Kano model is used to explore the relationships between experience quality performance and user satisfaction from the case study of social network websites, Facebook and Wretch. Firstly, the users’ interviews were held, and the evaluation grid method was applied to generalize the attractive experience attributes during joining social network. Then the questionnaire survey was conducted to gather the users’ experience evaluations and overall satisfaction on social network website. The factor analysis was used to explore the users’ experience dimensions of joining and interacting in social network, from which six factors: community identification, emotional response from socialization, interaction, entertainments and diversification, participation and personalization were identified. Moreover, each experience factor has different effects on user satisfaction. Then the Kano’s regression method was conducted. The 18 experience attributes were categorized as different Kano’s classifications, including must-be quality, one-dimensional quality and attractive quality. Furthermore, four factors could also be classified into different Kano’s classifications. This implies that there exist linear and non-linear relationships between experience attributes performance and user satisfaction. Based on the result of Kano categorization can help designers to better understand user requirements for social network design, to identify the critical and high-return factors of user satisfaction, and it can provide useful insights for Social network designing for enhancing user satisfaction.