由於網際網路的便利性與自由度，消費者能夠隨 意的於各個網站發表自己對某產品或服務的看法，也逐漸使得電子口碑 (electronic word of mouth, e-WOM)成為消費者決策前很重要的資訊搜集管道。而在大量的資訊下，消費者受 論點品質的影響亦或是受評論數量的影響較大，成為值得關注的議題。因此本研究利用推敲可能性模型區分電子口碑論點品質與評論數量的概念，並且整合社會影響與採用理論以釐清電子口碑對消費者之重要性，最後加入確認偏誤觀察其在論點品質對社會影響間之干擾效果更完整的解釋電子口碑影響消費者決策的過程。本研究採用網路問卷進行調查，共計回收有效問卷435份，以線性結構方程式進行研究假說之分析。本研究經由實證分析結果發現，評論總數能有效提升電子口碑產生的影響效果，也進一步證實相對於論點品質，消費者更加在意評論數量。此外，評論一致性與資訊性影響呈負相關，顯示現今消費者 對於一致性高 的評論具警覺性，內容太相似反而會遭到質疑。另一方面，確認偏誤僅在知覺訊息性對社會影響的關係中，具負向顯著的干擾作用，代表評論者 若有實際經驗且論點合理時，消費者仍會願意相信其意見具參考價值。 本研究的研究結果能夠提供學術與企業對於未來行銷策略的參考方向與建議。;Due to the convenience of the Internet, consumers are free to share their opinions and experience on a product or service. It makes electronic word of mouth (e-WOM) an important way to look for information for consumers before making decisions. Therefore, argument quality and review quantity which one has more influence on consumers, has become a topic worthy of our attention. This study distinguishes between argument quality and review quantity by Elaboration Likelihood Model, and integrates Social Influence and Adoption Theory to clarify the importance of e-WOM to consumers. Additionally, we test the moderating effect of confirmation bias on the relation between argument quality and social influence to explain the influence of e-WOM in purchase decision making process completely. The research model was tested with data collected from 435 potential users, and using structural equation modeling (SEM) to validate the causal relationship between variables. The results of this study were summarized as follows. The amount of reviews can effectively enhance the impact of e-WOM, which further confirms that consumers are more concerned about review quantity than argument quality. Moreover, review consistency is negatively correlated with informational influence, which shows that consumers are wary of comments with high consistency, and content that is too similar may be questioned. Besides, confirmation bias has negatively significant moderating effect on the relation between perceived informativeness and social influence. It means that consumers will still be willing to believe reviewers′ recommendations if the reviewers have practical experience and reasonable arguments. The results of this study could provide a reference on academic and practical aspects.
