隨著網路的發展，口碑型態由過往的口耳相傳拓展至電腦中介環境，不論是傳遞速度還是影響範圍都不可同日而語，網路口碑成為消費者獲取資訊的主要來源，更是購買決策的參考指標，甚至左右產品的成功與否，使得網路口碑無論在學術界或實務界的地位益形重要。

然而，大部份的網路口碑研究多將焦點放在口碑提供者身上，甚少著眼於接收者角度，探究其想法；另一方面，網路口碑媒介眾多，卻少有研究進行媒介類型的比較。為此，本研究關注消費者搜尋口碑的動機與後續行為意圖之關係，並深入探討媒介類型差異的影響。本研究透過網路問卷調查，以消費性電子產品為主要研究對象，提出三個問題：（1）不同媒介類型下，網路口碑搜尋動機是否有所差異？（2）網路口碑搜尋動機與購買意圖、傳播意圖之關連為何？（3）媒介類型是否影響消費者後續行為意圖？

研究結果發現，不同媒介類型下消費者的網路口碑搜尋動機有所差異，個人網站重視娛樂新知，中立網站則偏好資訊交流；網路口碑搜尋動機與購買意圖、傳播意圖有顯著關聯，且不同搜尋動機會產生不同強度的購買、傳播意圖；無論是個人網站亦或是中立網站，消費者都具有正向的購買與傳播意圖，但中立網站的影響較強。

最後，研究結果顯示媒介類型確實對消費者的網路口碑搜尋動機產生影響，因此本研究建議進行口碑行銷策略的規劃時，須考量媒介的特性和消費者的需求，妥善運用並有效整合不同口碑媒介，以達極大化的網路口碑效益。

The Internet offers opportunities for new forms of word-of-mouth, which possess more significant impact and unparalleled transmission speed than traditional word-of-mouth. eWOM becomes the most influential sources of product information and purchase reference for consumers, which even influence the success of products. In recent years, there has been a dramatic proliferation of research concerned with eWOM.

However, the majority of research addressing eWOM has focused on eWOM giver, receiver's perspective is scant. Besides, eWOM platforms have different characteristics but few researches have explored its impact. Therefore, the aim of this study attempts to focus the link between search motives and intention; moreover, exploring the impact of media types. This study involved an online survey, consumer electronic products users participated. There are three research questions: (1) Whether the types of media have impact on eWOM search motives? (2) How eWOM motives and intention is related? (3) Whether the types of media influence consumers' subsequent behavioral intentions?

The results showed a effect of media types on eWOM search motives. The users of personal website prefer hedonic information; the users of third party website prefer information exchange. The correlations show a strong relationship between search motives and intention. The finding revealed that consumers have more positive intention after searching eWOM form third party website.

To conclude, this study showed that the types of media have impact on consumer's search motives. Therefore, this study suggests that sales marketing should consider the characteristic of eWOM media and consumer's need, and proper use of eWOM strategy and integrate different media to achieve great benefits.

第一章 緒論 1
第一節 研究動機與目的 3
第二節 研究範圍與問題 6
第二章 文獻回顧 9
第一節 網路口碑 9
第二節 網路口碑搜尋動機 18
第三節 網路口碑媒介 30
第三章 研究方法 36
第一節 研究架構 36
第二節 問卷調查 41
第三節 問卷設計 43
第四節 統計分析方法 49
第四章 資料分析與結果 51
第一節 基本資料分析 51
第二節 網路口碑搜尋動機分析 53
第三節不同媒介類型下的網路口碑效果之分析 61
第四節 網路口碑搜尋動機與效果之關聯 65
第五節 人口統計變項與各構面之差異 73
第六節 假設驗證 82
第五章 結論與建議 84
第一節 研究結論 84
第二節 研究發現與討論 88
第三節 研究價值 91
第四節 研究限制與建議 96
參考文獻 98
附錄A 正式問卷 108
附錄B 前測信度檢定 111

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