碩士 中國文化大學 國際貿易學系 104 Importance: Fan relationship management is one of important strategic issues for doing business. Few managing fan pages can survive without building and maintaining solid online and offline interpersonal interaction with their followers. Rather, relation-ship benefit and relationship quality have received relatively little attention in the Coser marketing literature; the goal of this study tries to fill this gap in the literature. Purpose: This study investigates Coser fan page users and its members to develop a comprehensive research model for relationship establishing. In the online and offline context, the proposed model discusses two phases: firstly, the relationship benefit fac-tors whether effects on respondents’ perceptions of relationship quality building. Sec-ondly, dimensions of relationship quality whether enhance respondents’ perceptions of relational benefits which can develop loyalty intention and promote respondents’ word of mouth engagement towards Coser and its fan manage