近年網路購物隨著網路使用的高度成長而普及，消費者從被動地由廠商給予資訊轉變為主動地搜尋產品資訊，本研究採多元觀點，探討網路評論效果影響消費者在面對不同產品類型時所產生的態度認同差異與購買意向的改變。

過去探討網路評論的品質對消費者產品態度的影響，諸如評論的資訊品質、可信度、規範性社會影響的和資訊性社會影響對產品態度的影響，和產品態度對於購買意向的改變，但以往研究並未把以上全部變數一同探討是否有所影響。為補足過去研究網路評論效果的缺陷，本研究希望結合以上四個變數加上產品類型以實用型產品和享樂型產品為干擾變數來探究對產品態度和購買意向的交互作用的影響。

研究方式以問卷方式進行，樣本數共蒐集446份，以SPSS進行複迴歸分析。研究假設皆受到支持，綜合研究結果如下：
1. 資訊品質、可信度、規範性社會影響和資訊性社會影響對於產品態度皆有正向顯著的影響
2. 產品態度對購買意向有正向顯著的影響
3. 產品類型為干擾變數，與產品態度對於購買意向的交互作用有正向顯著的影響
4. 產品類型為干擾變數，與資訊品質、可信度、規範性社會影響和資訊性社會影響對於產品態度的交互作用皆有正向顯著的影響

中文部分
1. 丁千千（民98）。產品類別和購買動機對價格記憶和網路購物行為之影響。國立政治大學企業管理研究所碩士論文。
2. 于立宸（民104）。網路消費者評論、調節焦點與產品類型對購買意圖之影響:以知覺公平理論為干擾變數。2015 TOPCO崇越論文大賞。
3. 方昱敦（民98）。探討網路評論對消費者購買意圖影響-涉入的調節角色。國立中央大學資訊管理研究所碩士論文。
4. 呂思潔（民100）。社會影響力、網路口碑對持續使用意圖之影響-以社群平台使用者為例。國立高雄師範大學事業經營學系碩士班碩士論文。
5. 李汶哲（民103）。正負向網路口碑與傳播者身分對產品態度之影響 - 以產品涉入程度為調節變項。東吳大學心理系研究所碩士學位論文。
6. 李俊毅、林宏宜、邱柏諺、洪榮昭、蘇友珊（民101）。消費者對網路購物購買意願-以自我決定理論探討。2012第一屆服務與科技管理研討會。
7. 李淑芳、晏啟華（民103）。旅遊部落之資訊品質、實用價值、享樂價值對網路口碑之影響-以不同網路成癮類型為干擾。觀光與休閒管理期刊，第2期，212-225。
8. 侯正裕、陳靜枝、陳鴻基（民99）。為何人們使用社交網站? 認知專注的觀點。資訊管理學報，第 17 期，101。
9. 施得琪（民100）。產品、網路評論與消費者特質類別對網路口碑效果之影響。國立政治大學國際經營與貿易研究所碩士論文。
10. 許士軍（民76）。管理學，台北：東華書局。
11. 陳建文、陳文國、徐永穎（民100）。網路口碑採用模式之研究。行銷評論，第二期，175-198。
12. 楊台寧，謝秉訓（民101）。電子口碑、品牌形象、品牌忠誠度與消費者購買意願關係之研究。第 15 屆科技整合管理研討會。
13. 盧惠芬（民99）。結合從眾行為探討影響網路團購購買意願因素。2010 TOPCO崇越論文大賞。
14. 謝文豪（民103）。品牌併購相關性與品牌個性相似度對品牌權益與購買意願之影響。國立政治大學企業管理學系碩士論文。
15. 謝銘倉（民100）。網路口碑中的語言抽象性對購買意願的影響—產品類型的干擾效果。2012 TOPCO崇越論文大賞。
16. 蘇芳儀（民101）。文化產品類型與評價來源對消費者產品態度之影響。國立政治大學國際經營與貿易研究所碩士論文。

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