本研究以中華民國海軍品牌在社群媒體環境下所面臨的輿情挑戰與形象建構需求為背景，探討使用者在海軍官方臉書（Facebook）粉絲專頁上的線上品牌相關行為，如何透過價值共創歷程，形塑民眾對中華民國海軍的品牌關係品質。研究模型以使用者互動為核心視角，從消費、貢獻與創造三個層面理解使用者的參與行為，並以使用中價值（包括享樂、精通性、個人自我實現與社交價值）作為中介變項，檢驗線上品牌相關行為是否對品牌親密與品牌好感之深化具關聯性。
本研究透過問卷調查方式蒐集 327 份有效樣本，並運用階層迴歸與 PROCESS macro 驗證研究假設。實證結果顯示，使用者線上品牌相關行為與品牌親密與品牌好感之間皆具有顯著正向關聯。四項使用中價值構面中，娛樂、趣味等正向感受的享樂價值於兩組中介模型中皆展現顯著中介效果，對提升品牌親密與品牌好感皆具重要性；而涵蓋學習知識與資訊掌握的精通性價值則在品牌親密的中介效果最為突出；相較之下，個人自我實現與社交價值均未達顯著水準，而控制變項（性別、年齡、每日社群媒體使用時間）的整體影響亦有限。
在學術上，本研究深化了軍事組織於社群媒體情境中的品牌關係品質研究，並建構出使用者線上品牌相關行為理論與使用中價值的整合性理論架構，補足既有文獻對心理歷程探討的不足，並驗證了娛樂性與知識獲取為社群媒體使用者在參與軍事相關議題時的主要動機與影響因子。在實務層面上，研究結果指出，軍方社群經營若能透過互動內容提升愉悅感，並結合能促發價值共創的互動設計，將有助於強化民眾對海軍品牌的相互認知與情感連結，為國防溝通、形象塑造與社群策略提供具體參考依據。

This study investigates the branding challenges and image-building demands faced by the Republic of China (ROC) Navy in the contemporary social media environment. It examines how consumers’ online brand-related activities (COBRAs) on the Navy’s official Facebook page contribute to public perceptions of brand relationship quality through the mediating influence of value-in-use dimensions, including hedonic value, proficiency, personal self-fulfillment, and social value. Drawing on the cognitive and affective components of brand relationship quality, the study focuses on user engagement behaviors such as consuming, contributing, and creating to assess whether online activities are associated with the development of brand intimacy and brand affection.
An online survey produced 327 valid responses. Hierarchical multiple regression analyses, supplemented by the PROCESS macro, were used to evaluate the proposed hypotheses. The results indicate that higher levels of online brand-related activities are positively associated with both brand intimacy and brand affection. Among the four value-in-use dimensions, hedonic value, reflecting entertainment and positive experiential responses, demonstrated significant mediating effects in both models. Proficiency, representing knowledge acquisition and staying informed, exhibited the strongest mediating effect on brand intimacy. In contrast, personal self-fulfillment and social value did not reach statistical significance, and the control variables exerted only minimal influence. Theoretical and managerial implications are presented, along with study limitations and suggestions for future research.

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