隨著社群媒體與數位平台的普及，網路口碑已成為消費者在購買產品前的重要資訊來源。本研究旨在探討口碑文案類型與發布者類型對消費者購買意願之影響，並進一步檢驗兩者之交互作用、性別調節效果，以及感知真實性與感知可靠性在其中所扮演的中介角色。最終本研究共回收 163 份問卷，經刪除未符合研究條件及未能正確辨識發布者粉絲數之樣本後，最終有效樣本為 128 份。
研究結果顯示，口碑文案類型對消費者購買意願具有顯著影響，其中體驗導向型文案較資訊導向型文案更能提升購買意願；同時，感知真實性在文案類型與購買意願之間具有部分中介效果，表示體驗導向型文案能透過提升貼文真實感，進一步增加消費者購買意願。表示品牌在規劃社群口碑行銷時，應優先考量文章內容，重視生活化敘事與真實感呈現，避免過度產品介紹或推廣式語氣。

With the widespread use of social media and digital platforms, electronic word-of-mouth has become an important source of information for consumers before purchasing products. This study aims to examine the effects of word-of-mouth copy type and poster type on consumers’ purchase intention. It further investigates the interaction effect between these two factors, the moderating effect of gender, and the mediating roles of perceived authenticity and perceived reliability. A total of 163 questionnaires were collected. After excluding responses that did not meet the research criteria and those from participants who failed to correctly identify the poster’s number of followers, the final valid sample consisted of 128 responses.
The results indicate that word-of-mouth copy type has a significant effect on consumers’ purchase intention. Specifically, experience-oriented copy is more effective than information-oriented copy in enhancing purchase intention. In addition, perceived authenticity has a partial mediating effect between copy type and purchase intention, suggesting that experience-oriented copy can further increase consumers’ purchase intention by enhancing the perceived authenticity of the post. These findings suggest that when planning social media word-of-mouth marketing strategies, brands should prioritize content design, emphasize relatable narratives and the presentation of authenticity, and avoid overly product-focused descriptions or promotional tones.

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