研究以「資訊採納模式」（Information Adoption Model; IAM）觀點切入， 探討使用者在觀看社交廣告訊息後之轉載意願，是否會因個人涉入程度及具備的 專業知識差異而有不同。綜觀過去的研究，資訊接收的過程受到訊息品質及來源可信度的影響，且以推敲可能性模式（Elaboration Likelihood Model; ELM）為基礎，面對相同訊息時，人們也會因個人差異，採取中央思考或周圍思考模式。在社交 平台興起的年代，訊息在網路上發布希望追求高觸及率，當有越多人願意分享、轉傳訊息，該訊息就擁有更大的影響力。因此，本研究探討訊息轉載意願是否受到「涉入程度」、「專業知識」的影響，假設涉入程度及專業知識越高，其轉載意願也越高。研究採用網路問卷調查法，以國防部福利事業管理處「你的福利，我來照顧」廣告訊息來源，從社交平台使用者中取得303份有效樣本，以迴歸法進行資料分析，研究結果顯示個人涉入程度對於轉傳意願有正向影響，專業知識則無顯著影響。研究結果除可釐清社群使用者轉載訊息的影響因素外，亦可供未來組織預發布社交廣告時，作為實務之參考。

This research is based on the perspective of “Information Adoption Model (IAM)” , and willing to explore whether users' willingness to forwarding after watching social advertising messages will vary depending on the degree of personal involvement and the expertise they possess. Looking at past research, the process of receiving information is affected by the quality of the message and the credibility of the source. Based on the Elaboration Likelihood Model (ELM), when facing the same message, people take central route or peripheral route differ from person to person. In the era of the rise of social platforms, messages published on the Internet are expected to pursuing high quantity of reach. When more people are willing to share and forwarding messages, the message has greater influence. Therefore, this study explores whether the willingness to forwarding information is affected by the “the level of involvement” and “professional knowledge”. It is assumed that when people have higher involvement and professional knowledge, the more forwarding willingness they have, too. The research uses an online questionnaire survey method. Using the“Your Benefits, Let Me Take Care” advertising source from the Welfare Management Office of the Ministry of National Defense, 303 valid samples were obtained from social platform users, and the data was analyzed by regression. The research results show that The degree of personal involvement has a positive effect on the willingness to relay, while professional knowledge has no significant effect on. In addition to clarifying the influencing factors of forwarding messages by community users, the research results can also be used as a practical reference when organizations is going to publishing social advertisements in future .