隨著網路的使用人口不斷增加與網路資訊的豐富化，網路已逐漸成為消費者獲得各種產品與服務資訊的主要管道。然而，網路的普及化也漸接的造成了資訊過載的問題，當消費者面臨過多的相關資訊反而不知如何選擇，於是開始想求助他人。在這樣的一個環境下，網路上的評價系統與討論論壇等便應運而生，且隨著網路科技使用的普及化，這些網路顧客評價逐步成為消費者在選擇商品時不可或缺的重要參考依據。

本研究以兩個實驗設計，來探討關於這些網路顧客評價會對於消費者產生何等影響，選擇的實驗情境則為旅遊業。第一個實驗探討的是一般的網路顧客評價，包括評價的離散程度大小、評價分數的高低、評論人數的多寡等，在不同水準的情況下，會使消費者心中對於該則網路顧客評價的信任程度產生什麼影響。而第二個實驗則是研究消費者個人的風險態度與所面對的知覺風險不同時，這些不同是否會在消費者信任程度與購買意願之關係上產生影響。研究結果顯示：

1.評價的離散程度越小時消費者對該評價的信任程度越大。
2.評價的分數越高時消費者對該評價的信任程度越大。
3.評價的人數越高時消費者對該評價的信任程度越大。
4.評價離散程度、評價分數與評價人數三者間對消費者評價信任程度之間存在著交互作用，且影響的效果為評價分數＞評價離散程度＞評價人數。
5.消費者個人的風險態度與所面對的知覺風險會影響消費者評價信任與購買意願之間的關係。

Along with increasing users and contents, the Internet has gradually become the main channel for customers to acquire information of products and services. Yet the development of the Internet has brought about information overload problems. When facing oversized information, consumers tend to solicit for others’ help. Under such circumstance, reviewing systems and forums on the Internet are flourishing. With the popularization of Internet technologies, these Internet customer review systems have gradually become critical necessary information when consumers are making purchase decisions.

This research took two experiments as the methodology used in examining the relation between Internet customer reviews and customers, tourism was selected as the condition of experiment. The first experiment discussed about general Internet customer reviews, including the dispersion of reviews, reviewing scores, number of reviewers and so on and examined the relation between different levels and customers’ trust in the reviews. The second experiment examined the relation between personal risk attitude, perceived risk and customers’ level of trust and willingness of purchase. Outcomes indicate that:


1.The lower dispersion of reviews, the higher the level of customers’ trust in the reviews.

2.The higher review scores, the higher the level of customers’ trust in the reviews.

3.The more reviewers, the higher the level of customers’ trust in the reviews.

4.Dispersion of reviews, review scores and number of reviewers possess reciprocation relations with customers’ trust in the reviews, and the level of influence is score > dispersion > number of reviewers.

5.Personal risk attitude and perceived risk play roles in explaining consumers’ trust in reviews and willingness of purchase.

目錄

第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 3
第二章 文獻回顧 4
第一節 網路顧客評價 4
第二節　信任與口碑傳播和網路顧客評價 13
第三節　知覺風險與風險態度 22
第三章 研究方法 30
第一節 研究架構 30
第二節 假說與假說推論 32
第三節 實驗刺激設計 38
第四節 變數操作定義與衡量 42
第四章 實驗一 ─ 網路顧客評價對信任程度之影響 46
第一節 實驗執行過程 46
第二節 分析與結果 46
第五章 實驗二 ─ 知覺風險與風險態度之影響 60
第一節 實驗設計 60
第二節 分析與結果 60
第六章 討論與建議 70
第一節 研究發現與討論 70
第二節 研究貢獻 73
第三節 研究限制 78
第四節 未來研究方向 79
參考文獻 81
附錄 85

表目錄
表2-1：傳統口碑與電子口碑之比較 8
表2-2：國內網路顧客評價相關議題之研究結果彙總 11
表2-3：國外網路顧客評價相關議題之研究結果彙總 11
表2-4：信任的定義 13
表2-5：信任的構面與整理 18
表2-6：知覺風險之構面 24
表3-1：知覺風險五構面之操作型定義 44
表3-2：風險態度之操作型定義 45
表4-1 實驗一各情境人數表 46
表4-2 實驗一因素分析與信度分析 47
表4-3 實驗一操弄確認結果 48
表4-4 實驗一各情境信任感平均數與標準差（括號內為標準差） 49
表4-5：「評價分數高低」對「消費者評價信任程度」之影響 49
表4-6：「評論人數多寡」對「消費者評價信任程度」之影響 50
表4-7：「評價分數離散程度」對「消費者評價信任程度」之影響 51
表4-8：「評價分數」與「評價人數」交互作用對「消費者信任程度」之影響 53
表4-9：「評價分數」與「離散程度」交互作用對「消費者信任程度」之影響 54
表4-10：「評價人數」與「離散散度」交互作用對「消費者信任程度」影響 55
表4-11 實驗一3-Way ANOVA分析結果 57
表4- 12不同得分高低情境之主要變數相關係數分析（括號內為p-value） 58
表4-13：研究假說檢定結果整理 58
表5-1 實驗二因素分析與信度分析 61
表5-2 主要變數之間的相關係數分析 63
表5-3 知覺風險中介效果的ANCOVA分析 64
表5-4 知覺風險中介效果的迴歸分析 66
表5-5 風險態度調節效果的迴歸分析 67
表5-6：實驗二假說檢定結果整理 69

圖目錄
圖3-1：實驗一研究架構 30
圖3-2：實驗二研究架構 31
圖3-3 本研究實驗一情境操弄示例 40
圖4-1：「評價分數高低」對「消費者評價信任程度」之影響 50
圖4-2：「評論人數多寡」對「消費者評價信任程度」之影響 51
圖4-3：「評價分數離散程度」對「消費者評價信任程度」之影響 52
圖4-4：「評價分數」與「評價人數」交互作用對「消費者信任程度」之影響 53
圖4-5：「評價分數」與「離散程度」交互作用對「消費者信任程度」之影響 54
圖4-6：「評價人數」與「離散程度」交互作用對「消費者信任程度」之影響 55
圖4-7：「各項評價資訊」三階交互作用下對「消費者信任程度」之影響(1) 56
圖4-8：「各項評價資訊」三階交互作用下對「消費者信任程度」之影響(2) 56
圖5-1 風險態度與知覺風險對於服務經驗預期之交互效果分析 68
圖5-2 風險態度與知覺風險對於購買意願之交互效果分析 68

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