智慧型手機日益普及，帶動行動商務的熱潮。行動商務無所不在的方便性，可讓消費者隨時隨地從手機上獲得產品資訊，或是其他消費者的口碑推薦，例如智慧型手機平台上的app商店，除了以圖文介紹app本身還會加上顧客推薦分數與評語，協助使用者判斷。然而，資訊並非越多越好，過多的商品資訊會導致資訊過載的現象，反而讓消費者困擾而難以作決定。本研究旨在探討行動商務提供的顧客評價推薦資訊，如何影響消費者產生資訊過載並進而影響其決策之主觀感受。本研究採取2X2因子實驗設計，以驗證本研究提出之假設。兩個因子分別是資訊品質（高、低）和資訊一致性（評分與評論方向一致及不一致）。
　　本研究結果顯示：(1) 高品質的評論比低品質的評論更容易造成消費者的資訊過載。(2) 資訊不一致比資訊一致更容易造成消費者的資訊過載。(3) 資訊過載和消費者的資訊需求有顯著的正向影響。(4)資訊過載和消費者的決策滿意度則並未有顯著的負向影響。
　　研究結果對於學術的貢獻，本研究提出消費者在行動商務的情境中，其認知處理顧客推薦資訊的過程，如何產生資訊過載之解釋。在實務的意涵上，以行動載具呈現顧客推薦資訊，應考慮消費者有限的認知資源，提供有效的銷售資訊，以提升其購買之動機。此外，本研究並提出一些未來的研究方向，希望能提供學者們後續研究之客觀參考。

The growing popularity of smart phones nowadays is one of the major drivers for the booming m-commerce sector. The ubiquity and convenience of m-commerce allow consumers to obtain product information any time on their phones, in addition to word-of-mouth. For example, there are figures, photos, word descriptions and customers’ ratings with comments for each app sold on the app store. However, large amount of information is not necessarily helpful for consumers’ decision making because this may just cause information overload. This research is aimed to study how customer rating system causes information overload and further influences the subjective states for the decisions made. The research hypotheses are empirically tested by a 2X2 factorial experiment design, which presents the quality of customer comments (high or low) and the information consistency (between customer ratings and comments).
The results of this research show: (1) High-quality comments cause information overload more easily than low-quality comments do. (2) The information inconsistency causes information overload more easily than information consistency does. (3) Information overload and information need have notably positive influence on customers. (4) Information overload and customers’ decisions relatively have no particularly negative influence.
　　The research results provide managerial implications for m-commerce managers when considering the customer information overload phenomenon. Besides, this study also proposes directions for future related studies.

審定書 i
誌謝 ii
摘要 iii
ABSTRACT iv
目錄 v
表目錄 vi
圖目錄 vi
第一章、 緒論 1
1.1研究背景 1
1.2研究目的 2
第二章、 文獻探討與研究假說 4
2.1資訊過載 4
2.2顧客推薦機制對於資訊過載的影響 5
第三章、 研究方法 9
3.1研究一 9
3.2研究二 13
第四章、 假說檢定與實驗結果 18
第五章、 結論 25
5.1研究發現與討論 25
5.2學術意涵 26
5.3實務意涵 27
5.4研究限制 27
參考文獻 29
附錄 34

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