隨著網際網路的進步，對大多數人而言，電子口碑已變成一個重要的參考指標。社群網站不單單是賣方與消費者的溝通平台，亦是消費者間交流的平台。社群網站提供給每位會員傳遞個人訊息的空間，可以用來記錄自身的感受、情緒和想法，也可以隨心所欲地表達個人產品經驗，近年已成為口碑傳遞的重要平台。因此，本研究將社群網站作為口碑資訊網絡，研究範圍鎖定在親子社群網站，是以Nambisan and Baron (2009)的研究模型為基礎，聚焦在社群網站的情境特性，探討消費者感知效益、自我揭露深度、親密感對網站忠誠度的影響過程。
研究利用網路問卷調查收集資料，共回收348份有效問卷，並以LISREL與路徑分析作為資料分析工具。「學習效益」、「社會整合效益」、「個人整合效益」、「享樂效益」為外衍變數，「自我揭露深度」、「親密感」、「網站忠誠度」則為內衍變數。
研究歸納幾點結論：消費者感知到的學習效益與享樂效益對網站忠誠度有正向影響；消費者感知到的社會整合效益對網站忠誠度的影響不顯著；消費者感知到的個人整合效益對網站忠誠度有反向影響；消費者感知到的社會整合效益與個人整合效益對自我揭露有正向影響；消費者感知到的社會整合效益與消費者自我揭露對親密感有正向影響；社群會員間的親密感對網站忠誠度有正向影響。
整體而言，本研究建議企業能用心的在社群網站的設計與經營上，以增進消費者在該社群內對潛在效益的感知，並且提供更多空間讓消費者揭露自我以促進其與其他會員間的親密感，進而增加對該網站的網站忠誠度。

中文部分
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