本研究嘗試由消費者主動搜尋網路口碑的動機出發，希望能夠探討消費者使用網路產品討論區的動機，以及這些動機是否能夠解釋網路產品討論區對消費者行為的影響。經由文獻回顧，本研究歸納出消費者主動搜尋口碑訊息的動機，並引入產品涉入程度作為情境變項，欲探究消費者對於不同涉入程度的產品，在使用其網路討論區的動機，以及這些動機對於網路討論區所造成消費行為改變的影響是否有所差異。

本研究以國內各大專院校的電子佈告欄(BBS)作為研究場域，發放問卷以蒐集使用者的資料。經本研究結果發現，消費者對於不同涉入程度產品的網路討論區的使用動機雖略有差異，但實際上大多都是以「搜尋資訊」與「尋求認同」為使用動機。而這些動機因素對於網路討論區所造成消費者行為改變的解釋力，也會因不同涉入程度的產品而有差異。

This thesis is on the basis of searching EWOM actively and attempt to treat the motivation of using discussion board, and how these motivations explain the influence of discussion board. Reviewing literatures, the thesis generalize the motivations of searching WOM actively and use product involvement to be situational variable in order to explore that the motivation and the consequence of using different discussion board.

The thesis adopted bulletin board systems to be the research field, and distributed questionnaires. The research found that though consumers had different motivations of using discussion boards while facing products with diverse level of involvement, in fact, they normally take “information searching” and “recognition seeking” as the main motivations. Further, the explanatory power of these motivation factors on the consumers’ behaviors changed by the discussion boards will differ with the product involvement.

目次
致謝詞 I
中文摘要 II
英文摘要 III
目錄 IV
表次 VI
圖次 VII
第一章 緒論
第一節 研究背景與動機 1
第二節 研究目的 3
第三節 研究流程 3
第二章 文獻回顧探討
第一節 口碑文獻回顧 5
第二節 網路口碑 11
第三節 搜尋口碑之動機探討 16
第四節 產品涉入之相關理論 19
第三章 研究方法
第一節 研究架構發展 23
第二節 研究設計 25
第三節 問卷信度檢驗與前測分析 29
第四節 資料分析方法 34
第四章 資料分析與討論
第一節 樣本資料分析 36
第二節 使用網路產品討論區之動機因素分析 39
第三節 網路產品討論區對消費行為之影響 46
第四節 討論區之使用動機與討論區對消費行為影響之迴歸分析 49
第五節 本章小結 59
第五章 結論與建議
第一節 研究結論 63
第二節 研究貢獻與實務建議 67
第三節 研究限制與未來研究建議 69
參考文獻 71
附錄一 前測問卷 76
附錄二 正式問卷1 80
正式問卷2 83

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