由於網路資訊呈現的限制，使得網路購物比傳統購物更容易產生購後認知失調，消費者在產生購後認知失調時，會為了將購買行為合理化而搜尋並瀏覽網路口碑訊息。但是卻少有研究談到消費者在購買商品後受到網路口碑訊息對此次購買商品感受之影響，因此本研究探討消費者在網路上瀏覽他人網路口碑訊息後對於購後認知失調程度、消費者態度及負面口碑傳播意願之影響。研究以實驗法進行了解購後閱讀網路口碑訊息對於消費者的影響，購後認知失調程度採用期望與實際商品感受的差距進行操弄，網路口碑訊息的設計則以內容分析法針對實際網路口碑訊息，設計出為內容「負面訊息多、正面訊息少」之網路口碑訊息。研究結果發現，在高認知失調程度的情況下，閱讀網路口碑訊息對於「認知失調程度」與「消費者態度」並沒有顯著差異，但是卻能使「負面口碑傳播意願」顯著降低。而在低認知失調程度下，閱讀網路口碑訊息則會造成「認知失調程度」顯著上升、「消費者態度」顯著下降與「負面口碑傳播意願」顯著上升。

Since the limitations for the presentation of information on the internet, shopping online makes consumers feel cognitive dissonance more easily compared with traditional shopping. While experiencing cognitive dissonance after shopping, consumers would search and browse the internet for word-of mouth in order to rationalize their purchase behavior. However, there seems little research for the impact on consumers’ feelings by online word-of-mouth during post-purchase. Therefore, this study is going to be focused on the influence of searching online word-of-mouth on consumer post-purchase cognitive dissonance level, consumer attitudes and intention s to spread negative word-of-mouth. This study is adopted an experiment to understand the effect of reading wording-of-mouth on consumers. The degree of consumer cognitive dissonance is measured by the comparison between the difference of consumer expectation and their feelings in actual products. The word-of-mouth design is applied to content analysis to understand the actual word-of-mouth and thus this is resulted in an online word-of-mouth contented “more negative messages and less positive ones”. According to this research, there is no significant difference between cognitive dissonance and consumer attitude after reading the word-of-mouth in the high degree of cognitive dissonance case; nevertheless, the intention to spread negative word-of-mouth would be significantly decreased. On the other hand, in the low degree of cognitive dissonance case, after reading word-of-mouth, cognitive dissonance would be significantly increased, and consumer attitude could be significantly decreased and negative word-of-mouth intention will significantly increase.

致謝辭 i
中文摘要 ii
Abstract iii
表目錄 v
圖目錄 vii
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究方法 3
第四節 研究步驟 3
第二章 文獻探討 6
第一節 認知失調理論 6
第二節 網路口碑訊息 9
第三節 消費者態度 15
第四節 消費者購後行為 18
第三章 研究方法 24
第一節 研究架構 24
第二節 變數的操作性定義 25
第三節 研究假設 28
第四節 實驗設計 32
第五節 問卷設計 44
第六節 試測與問卷預試 48
第七節 試測結果 48
第四章 資料分析 51
第一節 敘述統計 51
第二節 信校度分析 53
第三節 假設檢定 56
第五章 結論與建議 64
第一節 研究結果與討論 64
第二節 研究貢獻 66
第三節 研究限制 67
第四節 未來研究方向 68
參考文獻 69
附錄一 77

Allport, G. W. & Ross, J. M. (1967). Personal religious orientation and prejudice. Journal of Personality and Social Psychology, 5(4), 432-443.
Assael, H. (2005). Consumer behavior A strategic approach . indian:A1bazaar.
Babin, B. J., Lee, Y. K., Kim, E. J., & Griffin, M. (2005). Modeling consumer satisfaction and word-of-mouth: Restaurant patronage in korea. Journal of Services Marketing, 19(3), 133-139.
Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166.
Barich, H., & Kotler, P. (1991). A framework for marketing image management. Sloan Management Review, 32(2), 94-104.
Barich, H., & Kotler, P. (1991). A framework for marketing image management. Sloan Management Review, 32(2), 94-104.
Bearden, W. O., & Teel, J. E. (1983). Selected determinants of consumer satisfaction and complaint reports. Journal of Marketing Research, 20(1), 21-28.
Bell, G. D. (1967). The automobile buyer after the purchase. The Journal of Marketing, 31(3), 12-16.
Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers’ positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138.
Cronin Jr, J. J., & Taylor, S. A. (1994). SERVPERF versus SERVQUAL: Reconciling performance-based and perceptions-minus-expectations measurement of service quality. The Journal of Marketing, 58(1) , 125-131.
Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319-340.
Duhan, D. F., Johnson, S. D., Wilcox, J. B., & Harrell, G. D. (1997). Influences on consumer use of word-of-mouth recommendation sources. Journal of the Academy of Marketing Science, 25(4), 283-295.
Festinger, L., & Carlsmith, J. M. (1959). Cognitive consequences of forced compliance. Journal of Abnormal and Social Psychology, 58(2), 203-210.
File, K. M., Cermak, D. S. P., & Prince, R. A. (1994). Word-of-mouth effects in professional services buyer behaviour. The Service Industries Journal, 14(3), 301-314.
Fischer, P., Jonas, E., Frey, D., & Kastenmüller, A. (2008). Selective exposure and decision framing: The impact of gain and loss framing on confirmatory information search after decisions. Journal of Experimental Social Psychology, 44(2), 312-320.
Fishbein, M. (1967). Readings in attitude theory and measurement Wiley New York.
Hanson, W. (2000). Principles of internet marketing South-Western College Publ.
Hartline, M. D. ＆K. C. Jones, (1996) .Employee performance cues in a hotel serviceenvironment: influence on perceived service quality, value, and word-of-mouthintentions. Journal of Business Research, 35(3) , pp.207-215.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38-52.
Hennig-Thurau, T., Walsh, G., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet. International Journal of Electronic Commerce, 8(2), 51-74.
Heskett, J. L., Sasser, W. E., & Hart, C. W. L. (1990). Service breakthroughs: Changing the rules of the game . NewYork: Free Press.
Hunt, S. D. (1970). Post-transaction communications and dissonance reduction. The Journal of Marketing, 34(3), 46-51.
Kastenmüller, A., Fischer, P., Jonas, E., Greitemeyer, T., Frey, D., Köppl, J., et al. Selective exposure: The impact of framing information search instructions as gains and losses. European Journal of Social Psychology,
Kotler, P. (1992). Marketing's new paradigm: What's really happening out there. Strategy & Leadership, 20(5), 50-52.
Kotler, P. (1997), Marketing Management: Analysis, Planning, Implementation, and Control 9th edition, New Jesery: Prentice Hal
Kotler, P. (1999), “Marketing Management”, 7th Ed.Prentice- Hall, pp.455-459
Menasco, M. B., & Del. I. Hawkins. (1978). A field test of the relationship between cognitive dissonance and state anxiety. Journal of Marketing Research, 650-655.
Myers, J. H., and Reynolds, W. H. (1967), Consumer Behavior and Marketing Management, Boston: Houghton Mifflin.
Nyer, P. U., & Gopinath, M. (2005). Effects of complaining versus negative word of mouth on subsequent changes in satisfaction: The role of public commitment. Psychology and Marketing, 22(12), 937.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. The Journal of Marketing, 49(4), 41-50.
Ranaweera, C., & Prabhu, J. (2003). On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth. Journal of Targeting, Measurement and Analysis for Marketing, 12(1), 82-90.
Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. The Journal of Marketing, 47(1), 68-78.
Sweeney, J. C., Hausknecht, D., & Soutar, G. N. (2000). Cognitive dissonance after purchase: A multidimensional scale. Psychology and Marketing, 17(5), 369-385.
Warland, R., & Willlits, J. (1975). Dissatisfaction consumer: Who gets upset and who takes action. Journal of Consumer Affairs, 9(2), 148-163.
Wirtz, J., & Chew, P. (2002). The effects of incentives, deal proneness, satisfaction and tie strength on word-of-mouth behaviour. International Journal of Service Industry Management, 13(2), 141-162.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). The behavioral consequences of service quality. The Journal of Marketing, 60(2), 31-46.
劉威志(2003)。網路負面虛擬經驗呈現特性對消費者產品態度之影響─以網路留言板為例。國立中央大學企業管理研究所碩士文，未出版，中壢市。
劉祐綸(2007)。認知失調在網路社會比較資訊的干擾下對電子口碑提供的影響。國立台北科技大學商業自動化與管理研究所碩士論文，未出版，台北市。
劉若蘭(2005)。廣告的訊息訴求方式、訊息正反性、訊息來源可信度與消費者認知需求對廣告效果之影響。國立成功大學企業管理學系論文，未出版，台南市。
吳雅琪(2001)。影響網路書店消費者忠誠度形成因素之研究。國立政治大學國際貿易研究所碩士論文，未出版，台北市。
廖佩怡(2006)。實體與網路的口碑之比較：資訊特性觀點之探索性研究。國立臺北科技大學工業工程與管理系所碩士論文，未出版，台北市。
徐同劍(1996)。遊樂園區業服務品質與遊客再遊意願關連之研究。大葉工學院事業經營研究所碩士論文，未出版，彰化縣。
李文伶(2003)。網路口碑之影響因素研究。元智大學管理研究所碩士論文，未出版，中壢市。
林建煌 (2002)。消費者行為。台北:智勝。
柯菁菁(2007)。網路口碑對消費者產品態度及購買意願影響之研究。國立中山大學傳播管理研究所碩士論文，未出版，高雄市。
練乃華 & 留淑芳(2003)。口耳相傳訊息之傳播及對消費者購買行為之影響: 文獻回顧與評論。中山管理評論，第十一卷，第二期，283-308。
葉茂生(2001)。澎湖吉貝島遊客對海域遊憩活動滿意度之研究。世新大學觀光學系碩士班碩士論文，未出版，台北縣。
薛適敏(2000)。消費者選擇與放棄決策對購後行為之影響。國立中央大學企業管理研究所碩士論文，未出版，中壢市。
鄭佩玲 (2001)。口耳相傳效果對消費者態度形成之影響--以網路留言板為例。國立政治大學國際貿易學系碩士論文，未出版，台北市。
鍾志從(1988)。我國消費者情意目標的探討。國立台灣師範大學家政教育研究所碩士論文，未出版，台北市。
陳怡文(2009)。網路拍賣購買情境與涉入程度對購後認知失調之影響。國立交通大學經營管理研究所碩士論文，未出版，新竹市。
陳易商(2004)。拍賣網站上的消費者購後認知失調。國立政治大學國際貿易研究所碩士論文，未出版，台北市。
陳美樺(2007)。網路推薦訊息類型對消費者信任、知覺風險、知覺品質以及對購買意願之影響。國立成功大學電信管理研究所碩士論文，未出版，台南市。
駱貞羽(2006)。 購後認知失調之負面情緒對價格資訊交換與負面口碑的影響。國立中央大學企業管理研究所碩士論文，未出版，中壢市。
黃雅芬(2000)。口耳相傳效果對消費者行為的影響。國立政治大學國際貿易學系碩士論文，未出版，台北市。