隨著網路科技的發展，網際網路幾乎滲透人們生活的每一部分。然而最近有一個現象就是網路討論平台盛行。而這些網路討論平台據說都有好幾百萬甚至幾千萬的註冊會員(例如:FACEBOOK、PTT、BBS、雅虎知識家等)。而這些討論平台吸引人的原因主要是因為這是一種新型式的網路口碑溝通，其中包括大量具有經驗的消費者所分享的資訊分別有產品、服務及賣家的意見和推薦訊息。然而本研究根據Deutsch and Gerrard的雙重過程理論探討訊息因素和規範因素否會影響網路口碑可信度認知，且把網路口碑可信度認知對網路口碑說服效果一併考量和討論。另外，加入兩項干擾變數為衝動性購買特徵和信任傾向，進一步的了解個人特徵因素是否會影響網路口碑可信度認知與網路口碑說服之間的效果。
本研究的研究目的:

一、 網路推薦訊息的訊息因素和規範因素是否會影響推薦訊息接收者的網路口碑可信度認知?
二、 網路口碑可信度認知是否會影響推薦訊息接收者的網路口碑說服效果?
三、 推薦訊息接收者本身的衝動性購買特徵和信任傾向是否會影響網路口碑可信度認知與網路口碑說服效果之間的關係?

本研究所得之重要結論分述如下：
一、 訊息因素中的推薦訊息的評論強度、事前想法的確認、推薦訊息的專業程度
對網路口碑可信度均有顯著影響。
二、 規範因素的推薦訊息一致性和推薦訊息評價對網路口碑可信度認知均有顯著影響。
三、 網路口碑可信度認知對網路口碑說服效果有顯著影響。
四、 高衝動性購買特徵和高信任傾向會增強網路口碑可信度認知與網路口碑說服效果之間的關係。

This study follows the theoretical les of Deutsch and Gerrard’s dual-process theory to determine the informational and normative factors that influence credibility judgments of on-line consumer recommendation by readers. In addition, this study also discusses how impulse traits and disposition of Trust play as a moderator on the influence of Electronic Word-of-Mouth on sender’s WOM on the receiver’s purchase decision. This study’s main purpose as follows:
一、 How world informational and normative determinants affect a user’s credibility evaluation of on- line consumer recommendations?
二、 How would this perceived credibility of eWOM influence its sender’s WOM on the receiver’s purchase decision?
三、 Receiver of consumer recommendations’ impulse traits and disposition of trust whether influence the relationship between perceived credibility of eWOM and sender’s WOM on the receiver’s purchase decision.
This study has some finding as following:
一、 Informational determinant-argument strength, confirmation with receiver’s prior belief, expertise - significantly influenced perceived eWOM credibility.
二、 normative determinant- - significantly influenced perceived eWOM credibility
三、 perceived eWOM credibility significantly influenced sender’s WOM on the receiver’s purchase decision.
四、 impulse traits and disposition of Trust could strengthen the relationship between perceived credibility of eWOM and sender’s WOM on the receiver’s purchase decision.

目 錄
謝 詞 i
摘 要 ii
Abstract iii
目 錄 iv
表目錄 v
圖目錄 vi
第一章 緒論 1
第一節 研究背景和動機 1
第二節 研究的目的及問題 3
第三節 研究流程 4
第二章 文獻探討 5
第一節 口碑 5
第二節 雙重過程理論 10
第三節 衝動性購買特徵相關理論 16
第四節 信任傾向相關文獻 18
第三章 研究方法 21
第二節 研究架構 22
第三節 研究假說 23
第四節 研究設計 24
第五節 資料收集方法與對象 28
第六節 統計分析方法 29
第四章 實證分析與討論 31
第一節 樣本結構分析 31
第二節 驗證性因素分析與信效度分析 33
第三節 多元線性迴歸分析 37
第四節 中介效果之檢定 39
第五節 干擾變數之迴歸檢定 41
第六節 研究假說檢定結果彙整 44
第五章 結論與建議 47
第一節 研究結論 47
第二節 管理意涵 49
第三節 實務意涵 50
第四節 後續研究建議 52
第五節 研究限制 53
中文參考文獻 54
英文參考文獻 55
附錄一:本研究問卷 67

表目錄
表2-1 網路口碑傳播形式 7
表2-2 不同網路口碑傳播形式特徵間之比較 8
表3-1 研究假說 23
表3-2 訊息因素的衡量問項 25
表3-3 規範因素衡量問項 26
表3-4 網路口碑可信度認知衡量問項 26
表3-5 網路口碑說服效果衡量問項 27
表3-6 信任傾向衡量問項 27
表3-7 衝動性購買特徵衡量問項 28
表4-1 樣本結構特徵值 31
表4-1 樣本結構特徵值(續) 32
表4-2 構面估計模型的變數與問卷題項對照表 34
表4-3 收斂效度與各構面驗證性因素分析 34
表4-3 收斂效度與各構面驗證性因素分析(續) 35
表4-4 各構面的相關係數、信度Cronbach’s α、平均變異抽取量 36
表4-5 網路口碑可信度迴歸檢定 37
表4-6 網路口碑說服效果迴歸檢定 38
表4-7 網路口碑可信度認知的中介效果檢定 40
表4-8 樣本基本結構與WOMC、WOME、TR、及IMP相關係數 41
表4-9 網路口碑可信度認知與衝動性購買特徵對網路口碑說服效果之階層迴歸 42
表4-10 網路口碑可信度認知與信任傾向對網路口碑說服效果之階層迴歸 43
表4-11 研究假說檢定結果 44

中文參考文獻
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