隨著網際網路的發展，網路購物成為一項便利的消費管道。但是產品廠商所提供的資訊往往被認為可能具有商業目的，因此網路上其他使用者所分享的網路口碑，常被消費者認為是更有用的參考來源。然而消費者為何願意採用素未謀面的網友說法並用於其購物決策過程中，是一項值得探討的研究議題。 建立消費者的信任在網路行銷研究上一直是一項重要的課題。消費者在採用網路口碑時，其對網路口碑的認知可信度被認為有探討的必要。過去的研究發現，影響消費者對網路口碑認知可信度的來源有三：網路口碑傳送者、網路口碑接收者、以及接收者與傳送者之間的關係因素。因此本研究探討，網路口碑傳送者的專業度、網路口碑接收者的涉入程度、以及接收者與傳送者之間的關連度，三大因素對口碑接收者認知可信度之影響。此外，研究結果發現，網路口碑接收者的專業度在涉入程度對認知可信度的關係上、以及在口碑傳送者專業度對認知可信度的關係上，皆有調節作用。最後在本研究中也實證了網路口碑的認知可信度，正向影響了接收者對網路口碑的採用。 Online shopping has become a convenience way for customers to buy products. Consumers suppose that online reviews or electronic word-of-mouth (eWOM) is more useful because they generally trust peer consumers more than advertisers or marketers. This study investigates what factors impact consumer adoption of eWOM. Receiver’s perceived credibility of eWOM is a vital factor in the decision-making process. Previous studies found that sender, receiver, and interpersonal attributes are all possible factors affecting receiver’s perceived credibility. In this study, sender’s expertise, receiver’s involvement, and rapport are the three key factors. It is also found that eWOM receiver’s expertise is a moderator, and interacts with receiver’s involvement and sender’s expertise, to affect receiver’s perceived credibility of eWOM. Finally, this study convinced that receiver’s perceived eWOM credibility has positive effect on consumer adoption of eWOM.
