口碑傳播對消費者的影響早已被學術界證實。在網際網路出現後，藉由網路「快速」及「多元的呈現方式」等特性，線上口碑對消費者有著極大的影響力。而線上口碑的眾多傳播形式中，以「網路論壇」最受消費者青睞。過去，關於聲譽及參考群體的研究大多出現在線上拍賣及廣告代言人的文獻中，但聲譽及參考群體的概念其實早已被廣泛地應用在網路論壇上，但相關的研究卻佷少。 因此，本研究欲探討文章聲譽及傳播者參考群體對訊息接收者認知傳播者的可信度及專業度的影響，並分析接收者認知傳播者的可信度及專業度與接收者購買意願之關係。本研究於實驗中操弄網路論壇之「文章聲譽」與「傳播者參考群體」兩個控制變數，並考慮接收者特質之「產品涉入程度」及「信任傾向」兩個調節變數對主效果所產生之影響，並以實驗法進行實驗假說之驗證。 本研究之實驗對象主要針對18?24歲並具有網路論壇之瀏覽經驗者，共獲得實驗資料303份，有效資料241份。研究的結果主要有下列幾點：(1) 當網路論壇上文章的聲譽越好，訊息接收者所認知傳播者的可信度不會越高，由於本研究之環境與過去研究聲譽與信任關係之環境不同，網路論壇可能使接收者對於文章聲譽較不重視，因而導致文章聲譽對可信度的影響不顯著。(2) 在網路論壇上，當訊息傳播者的等級越高，接收者所認知傳播者的可信度及專業度就越高。(3) 當網路論壇上之文章聲譽越好，訊息接收者所認知傳播者的專業度就越高。(4) 當網路論壇上之傳播者等級越高，訊息接收者所認知傳播者的專業度就越高。(5) 在網路論壇上，當訊息接收者認知傳播者的可信度或專業度越高，則接收者對於產品的購買意願就越高。(6) 若訊息接收者為低信任傾向者，當文章聲譽越好，接收者所認知的傳播者可信度也就越高。(7) 信任傾向會正向顯著的影響傳播者等級與接收者認知傳播者專業度的關係。(8) 當訊息接收者為高涉入程度者時，傳播者等級對接收者認知傳播者的專業度會產生較大的影響。 關鍵字：網路論壇、線上口碑、文章聲譽、參考群體。 The effects of word of mouth on consumer behavior in real life have long been established in past researches. However, due to the rapid development of the Internet, which is characterized by its speed and multi-faceted ways of presentation, the electronic word-of-mouth is believed to have a greater impact on consumers. Among the numerous ways of disseminating word of mouth electronically, on-line forum is probably one of the most prominent channels. While past research on reputation and reference group in the context of online auction and advertising endorsers are plenty, there has been a lack of research on these issues in the context of online forums. In the context of discussions on products in an on-line forum, this study attempts to gain insights on how word-of-mouth (reputation and reference group of disseminators) will influence his/her creditability and professionalism perceived by the information receivers, and how these would in turn affect the purchasing intentions of receivers. In addition, this study also attempts to understand the moderating effects of the receivers’ product involvement and disposition to trust. A laboratory experiment was conducted. The subjects are web surfers between 18 to 24 years old, who have experience browsing online forum. A total of 241 valid samples were collected. Results of our experiment reveal that electronic word-of- mouth is an important determinant of purchasing intentions, and both receivers’ product involvement and disposition to trust are found to be effective moderators. Details of the findings are presented and implications are discussed.
