網路興起使得口碑傳播效果更快更遠，消費者也習慣在購物之前先在網路上找尋相關產品評價後再決定購買，尤其「開箱文」的發展讓消費者能對產品有更清楚的體驗，讓網路口碑更具說服力。本研究旨在了解消費者產品知識是否會干擾網路口碑可信度，負面效果(negative effect)對所有消費者而言是否均存在。當消費者接收到網路評價時，會否因為自身產品知識不同，在接收到網路正負評價時會產生不同的可信度，並進一步了解造成其差異的原因為何。本研究針對單眼相機為研究的產品，以線上問卷調查方式收集364份有效問卷，以統計方法分析後得到以下發現：
1.整體而言，相對於專家消費者，非專家消費者對網路評價的可信度較高。
2.消費者的產品知識高低與網路正負評價對評價可信度產生交互作用，且發現負面效果對專家消費者而言並不存在。
3.造成上述交互作用的原因是消費者對評價者發文動機的歸因不同所導致。

1. Ahluwalia R. (2000),"Examination of Psychological Processes Underlying Resistance to Persuasion", Journal of Consumer Research, Vol. 27, pp.217–232.
2. Ahluwalia R. & Shiv, B. (1997), "The Effects of Negative Information in the Political and Marketing Arenas: Exceptions to the Negativity Effect", Advances in Consumer Research, Vol.24, pp.222.
3. Alba, J. W. & Hutchinson, J. W.(1987),"Dimensions of Consumer Expertise", Journal of Consumer Research, Vol.13, pp. 411-454.
4. Anderson, Eugene W.(1998), "Customer Satisfaction and Word of Mouth", Journal of service Research, Vol. 1, pp.5-17.
5. Arndt, Johan (1967),"Word of Mouth Advertising：A Review of the Literature", New York：Advertising Research Federation.
6. Arndt, Johan (1968), "Selective Process in Word-of-Mouth", Journal of Advertising Research, Vol. 8, pp.19-22.
7. Bansal, Harvir S., Peter A. Voyer (2000), "Word-of-Mouth Process Within a Service Purchase Decision Context", Journal of Service Research, Vol.3(2), pp.166-177.
8. Berlo D. K., Lemert, J. B., and Mertz, R. J.(1969)."Dimensions for Evaluating the Acceptability of Message Soueces.", Public Opinion Quarterly,Vol.33,pp.563-576.
9. Bickart B. & Schindler, R.M.(2001), "Internet Forums as Influential Sources of Consumer Information", Journal of Interactive Marketing, Vol.15(3), pp. 31-40.
10. Bloch, P. H., Sherrell, D. L. & Ridgway N.M.(1986)"Consumer Search: An Extended Framework.", Journal of consumer research ,Vol.13, pp.119-126.
11. Brown, J. J. & Reingen P. H.(1987), "Social Ties and Word-of-Mouth Referral Behavior", Journal of Consumer Research, Vol. 14,pp. 350-362.
12. Brucks M.(1985),"The effects of product class knowledge on information search behavior", Journal of consumer Research, Vol. 12, pp.1-16.
13. Brunvand J. H. (1981), "The Vanishing Hitchiker: American Urban Legends and Their Meaning", Norton and Co, New York.
14. Chen, Y. B., Fay, S., & Wang, Q. (2002), "Online Consumer Product Reviews: What Can We Learn. ",Working Paper, June 2002, University of Florida.
15. Chiou, J. S. and C. Cheng ( 2003), "Should a company have message boards on its web sites", Journal of Interactive Marketing , Vol.17(3), pp.50-61.
16. Cox, D. F.(1962), "The Measurement of Information Value：A study in Consumer Decision-making, In Proceedings of the American Marketing Association.", ED. William Decker. Chicago: American Marketing Association, pp. 413-421.
17. Cunningham, S. M.(1967),"The major dimension of perceived risk", in Donald F. Cox(ED.), Risk Taking and Information Handling in Consumer Behavior" , Boston: Harvard University Press, pp. 82-108.
18. Danny Weathers, Subhash Sharma & Stacy L. Wood (2007),"Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods", Journal of Retailing Vol.83 (4),pp.393–401.
19. Day, George S. (1971), “Attitude Change, Media, and Word of Mouth”, Journal of Advertising Research, Vol. 11, pp. 31-40.
20. Feldman, S. (1966),"Motivational Aspects of Attitudinal Elements and Their Place in Cognitive Interaction.", In S. Feldman (Ed.), Cognitive Consistency, New York: Academic Press.
21. Finch, B. J. (1999), “Internet discussions as a source for consumer product customer involvement and quality information : an exploratory study”, Journal of Operations Management , Vol.17, pp.535-556.
22. Fiske ,Susan T. (1980),“Attention and Weight in Person Perception: The Impact of Negative and Extreme Behavior ”,Journal of Personality and Social, Vol.38,pp.889-906.
23. Frenzen, J. & Nakamoto, K. (1993), ”Structure, Cooperation and the Flow of Market Information”, Journal of Consumer Research, Vol.20, pp. 360-375.
24. Gilly, Mary C., John L. Graham, Mary Finley Wolfinbarger, & Laural J.Yale (1998), "A Dyadic Study of Interpersonal Information Search", Journal of the Academy of Marketing Science, Vol.26, pp.83-100.
25. Godes, D., & Mayzlin, D. (2004),"Using Online Conversations to Study Word-of-Mouth Communication.", Marketing Science, Vol.23, pp.545–560.
26. Granitz, ZA, & Ward J.C. (1996), "Virtual Community : A Sociocognitive Analysis", Advance in Consumer Research, Vol.23, pp.161-166.
27. Heider, Fritz.(1958), "The Psychology of Interactional Relations.", New York:Wiley.(Cited in Folkes, V. S. ,1988)
28. Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002), "“Understanding Relationship Marketing Outcomes-An Integration of Relational Benefits and Relationship Quality", Journal of Service Research , Vol.4(3), pp. 230-247.
29. Hennig-Thurau,T., Gwinner,K. P.,Walsh, G., & Gremler, D. D.(2004),"Electronic Word-of-Mouth Via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet? ", Journal of Interactive Marketing, Vol.18,pp. 38–52.
30. Herr, Frank Kardes, & John Kim (1991), "Effect of Word-of-Mouth and Product-Attribute Information on Persuasion：an Accessibility-Diagnostic Perspective", Journal of Consumer Research, Vol. 17, pp.454-462.
31. Heskett, James L., W. Earl Sasser, Jr., & Leonard A. Schlesinger (1997), "The Service Profit Chain", New York: Free Press.
32. Hovland, C.I.,Janis,I.L. & Kelley, H.H.(1953),"Communication andPersuasion.",New Haven, Communication. Yale University Press.
33. Hutton, J. G., & Mulhern, F. J. (2002)," Marketing Communications: Integrated Theory, Strategy and Tactics.", Hackensack, NJ: Pentagram Publishing.
34. Johnson, E & Russo, J. E.(1984),"Product familiarity and learning new information.", Journal of Consumer Research, Vol.11, pp. 542-550.
35. Jones, E. E., & Davis, K. E.(1965), "From acts to dispositions.", in L. Berkowitz (ed.), Advances in experimental social psychology, Vol.2, pp. 219-266. New York: Academic Press.
36. Jones, E. E., & Nisbett, R. E. (1972),"The Actor and the Observer: Divergent Perceptions of the Causes of Behavior. E. E. Jones et al. (Eds.), Attribution: Perceiving the Causes of Behavior.", Morristown, NJ: General Learning Press.
37. Judd, V. C. (1998), "Consumer Behavior-Buying, Having, and Being", Psychology & Marketing, Hoboken, Vol. 15, pp.111-113.
38. Kanouse, D. E., & Hanson, L. R. (1972), "Negativity in Evaluations. In E. E. Jones et al. (Eds.), Attribution: Perceiving the Causes of Behavior. ", Morristown, NJ: General Learning Press.
39. Katona, G. and E. Mueller (1954), "A Study of Purchasing Decisions" ,In Consumer Behavior: The Dynamics of Consumer Reaction. Ed. L. H. Clark. New York: New York University Press, pp. 30-87.
40. Katz, E., & Lazarsfeld, P. F. (1957), "Personal Influence.", Glencoe, IL: Free Press.
41. Keaveney, Susan M. (1995),"Customer Switching Behavior in Service Industries: An Exploratory Study",, Journal of Marketing, Vol. 59(2), pp. 71-82.
42. Kelley, H. H. (1972),"Attribution in social interaction. ",In E. E. Jones, D. E. Kanouse, H. H. Kelley, R. S. Nisbett, S.Valins, & B. Weiner (Eds.),Attribution: Perceiving the causes of behavior ,pp.11-26. Morristown, NJ: General Learning Press.
43. Kelley, H. H.(1967),"Attribution theory in social psychology.", In D. Levine (ed.), Nebraska symposium on motivation (Volume 15, pp. 192-238). Lincoln: University of Nebraska Press.
44. King, MF, & Balasubramanian, SK (1994), "The effects of expertise, end goal, and product type on adoption of preference formation strategy.", Academy of Marketing Science, Vol.22(2), pp.146-169.
45. Lascu, D. N., W. O. Bearden, & R. L. Rose (1995), “Norm Extremity and Interpersonal Influences on Consumer Conformity", Journal of Business Research , Vol.32(3), pp. 201-212.
46. Malhotra N. K., (1993)," Marketing Research: An Applied Orientation", New Jersey: Englewood Cliffs.
47. Mayzlin, D. (2006). "Promotional Chat on the Internet.", Marketing Science, Vol.25, pp.155–164.
48. Murray, K. B.(1991), "A Test of Service Marketing Theory: Consumer Information Acquisition Activities", Journal of Marketing, Vol.55, pp.10-25.
49. Nelson, Philip (1970),"Information and Consumer Behavior", Journal of Political Economy, Vol.78 (20), pp.311–329.
50. Nelson, Philip (1974),"Advertising as Information", Journal of Political Economy, Vol.81(4), pp.729–754.
51. O'Keffe, D. J. (1992),"Persuasion: Theory and research.", Newbury Park: Sage Reagan.
52. Park C.W., Mothersbaugh D. L. & Feick L (1994),"Consumer Knowledge Assessment.", Journal of Consumer Research, Vol.21, pp. 71-82.
53. Park C.W., Mothersbaugh D. L. & Feick L (1994),"Consumer Knowledge Assessment-How Product Experience and Knowledge of Brands, Attributes, and Features Affects What We Think We Know", Advance in Consumer Research,Vol.19,pp. 193-198.
54. Perry, M. & Hamm, B. C. (1969), "Canonical analysis of relations between socioeconomic risk and personal influence in purchase decisions", Journal of Marketing Research, Vol.6(3), pp. 351-354.
55. Punj, G., R. Staelin (1983), "A Model Of Consumer Information Search Behavior For New Automobiles", Journal of Consumer Research, Vol. 9( 4), pp. 366-380.
56. Reichheld, F.F. and W. E. Sasser Jr. (1990), "Zero Defections: Quality Comes to Services", Harvard Business Review, Vol. 68, pp.105-111.
57. Reingen, Peter H. and Jerome B. Kernan (1986), "Analysis of Referral Networks in Marketing: Methods and Illustration", Journal of Marketing Research,Vol.23(.4), pp.370-378.
58. Richins, M. L. ( 1983 ) , "Negative word-of-mouth by dissatisfied customers：a pilot study", Journal of consumer Research, Vol. 10, pp.73-82.
59. Ridings, C.M., Gefen, D. and Arinze, B. (2002),"Some antecedents and effects of trust in virtual communities", Journal of Strategic Information Systems, Vol.11,pp.271-295.
60. Rieh S.Y., Belkin N.J. (1998), "Understanding judgment of information quality and cognitive authority in the WWW", Journal of the American Society for Information Science, Vol.35, pp.279-289.
61. Rieh, S.Y., & Belkin, N.J. (2000), "Interaction on the Web: Scholars’ judgment of information quality and cognitive authority". Proceedings of the 63rd ASIS Annual Meeting, Vol.37,pp.25–38.
62. Roselius, Ted(1971), "Consumer rankings of risk reduction methods", Journal of Marketing, Vol.35(1), pp. 56-61.
63. Ross, L.(1977),"The intuitive psychologist and his shortcomings: Distortions in the attribution process.", In L. Berkowitz (ed.), Advances in experimental social psychology ,pp. 173-240. Orlando, FL: Academic Press.
64. Schindler, R.M. and Bickart, B. (2002), "Published ‘Word of Mouth:’ Referable Consumer-Generated Information on the Internet", in Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World, C.P. Haugtvedt, K. Machleit, and R. Yalch (eds.), Hillsdale, NJ: Lawrence Erlbaum Associates, in press.
65. Severin, W. J. & Tankard, J. W. (1988),"Communication theory: Origins, methords, uses.",New York & London:Longman.
66. Shahana Sen & Dawn Lerman (2007),"Why are you telling me this? An Examination Into Negative Consumer Reviews On The Web.", Journal of Interactive marketing Vol.21 ,pp.76-94.
67. Shawn Tseng , B. J. Fogg (1999), "Credibility and computing technology", Communications of the ACM, Vol.42(5), pp.39-44.
68. Silverman, G. (1997),"How to Harness the Awesome Power of Word of Mouth.", Direct Marketing, November, pp.32–37.
69. Singh, J., (1990), "Voice, Exit, and Negative Word-of-Mouth Behaviors: An Investigation across Three Service Categories", Journal of the Academy of Marketing Science,Vol.18(1), pp.1-15.
70. Skowronski, J. J. & Carlston, D. E. (1987),"Social Judgment and Social Memory: The Role of Cue Diagnosticity in Negativity, Positivity, and Extremity Biases.", Journal of Personality and Social Psychology,Vol. 52,pp. 689.
71. Skowronski, J. J. & Donal E. Carlson (1987), "Social Judgment and Social Memory: the Role of Cue Diagnosticity in Negativity, Positivity, and Extremity Biases",Journal of Personality and Social Psychology, Vol.105, pp.131-142.
72. Srini S. Srinivasan & Brian D. Till (2002),"Evaluation of search, experience and credence attributes: role of brand name and product trial", Journal of Product & Brand Management Vol.12,pp. 417-431.
73. Sujan,Mita (1985),"Consumer Knowledge: Effects of Evaluation Strategies Mediating Consumer Judgment", Journal of Consumer Research, Vol.21, pp. 31-46.
74. Tedeschi, B. (1999),"Consumer Products Are Being Reviewed on More Web Sites, Some Featuring Comments From Anyone With An Opinion.", New York Times, E-Commerce Report; October 25.
75. Weinberger, M. G. & Dillon, W. R. (1980),"The Effects of Unfavorable Product Information.", In J. C. Olson, (Ed.),Advances in Consumer Research, Vol. 7,pp. 528–532,Ann Arbor, MI: Association for Consumer Research.
76. Weinberger, M. G. & Dillon, W. R. (1960),"The Effect of Unfavorable Product Rating Information", Advance in Consumer Research,Vol.7,Ed.J.C.Otson,Ann Arbor: Association for Consumer Research, pp. 258.
77. West, D.(1994),"Validating a Scale for the Measurement of Credibility: A Convariaance Structure Modeling Approach.", Journalism Quarterly,Vol.71(1), pp.159-168.
78. Westbrook, R. A. (1987) , "Product/Consumption-Based Affective Responses and Postpurchase Processes", Journal of Marketing Research, Vol. 24, pp. 258-27.
79. Whyte, W. H. Jr. (1954), "The Web of Word of Mouth.", Fortune,Vol.50,pp. 140–143.
80. Wilkie, William L., (1990), "New York: Consumer Behavior, 2nd Edition", John Wiley & Sons, Inc.
81. Yang, Z., & Peterson, R. T. (2003)," I Read About It Online . . .", Marketing Research, Vol.15.
82. 費翠(2001)。網路市場行家理論驗證與延伸－其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究。國立政治大學廣告學系碩士論文，台北市。