過去學者研究網路評論與消費者的關係的時候，常常探討的是消費者的涉入程度跟消費者的專家程度。故本研究希望藉由雙因子理論來探討產品屬性對消費者不同程度的重要會如何影響正負網路評論的有效性，同時也希望了解不同產品類別是否負面偏誤效果會有差距。研究結果指出，雙因子能夠部分調節負面偏誤的效果。而不同的產品類型的負面偏誤是沒有差距的。;Prior studies in online review about the relationship between online review and consumer usually focused on consumer′s involvement and expertise. This research will use the two-factor theory to study the different importance of different product attribute, and how the different importance influence the effectiveness of online review. At the same time, this research try to find out which product type has greater effect of negativity bias than the another. As a result, this research finds out that two-factor partially moderate the effect of negativity bias. And there′s no distance between the two product type on the effect of negativity bias.
