消費者在衝動購買後會搜尋網路資訊以降低購後失調，而消費者所搜尋到的口碑通常會呈現高度不一致。然而，過去的文獻發現消費者對於不一致的網路口碑會有不同的反應。一些研究發現，因為人們對於負面訊息的重視程度較高，不一致的網路口碑會降低其對於產品的評價而造成更大的購後失調；相反的，其他的研究發現，不一致的網路口碑則可提高訊息的可信度及產品的有利性而減少購後失調。為了解決過去研究中兩種不同的主張，本研究提出，網路口碑與購後失調之間的關係會受到產品類型及消費價值所影響。為了驗證研究假說，本研究進行了一個2(網路口碑一致性：高vs.低) ×2(產品類型：搜尋vs.經驗) ×2(消費價值：享樂vs.功能)的組間實驗設計。實驗的結果顯示，在產品類型為搜尋品的條件下，不一致的網路口碑，會增加功能消費的購後失調；相反的，不一致的網路口碑則會降低享樂消費的購後失調。另一方面，在產品類型為經驗品的條件下，網路口碑一致性對購後失調的影響效果在功能消費時比享樂消費時更強。

High dispersion of online word-of-mouth is commonly encountered when customers seek for information to eliminate post-purchase dissonance after impulsive shopping. However, opposite predictions were obtained in literature on how consumer response to dispersion of online word-of-mouth. Some research suggests that because people weight negative information more heavily, higher dispersed online word-of-mouth decreases product evaluation, resulting in greater post-purchase dissonance. Conversely, some other studies maintains that higher dispersion of online word-of-mouth enhances information credibility and product favorability, consequently reduces post-purchase dissonance. In order to resolve the controversial results in previous research, the current study proposes that the relationship between post-purchase dissonance and dispersion in online word-of-mouth is moderated by product type and shopping value. To examined formulated hypotheses, a 2 (dispersion of online word‐ of‐ mouth: high vs. low) × 2 (product type: search vs. experience) × 2 (shopping value: hedonic vs. utilitarian) experimental design was employed. The results showed that when engaging in utilitarian consumption for search goods, higher dispersion of online word‐of‐mouth increases post-purchase dissonance. In contrast, higher dispersion of online word‐of‐mouth decreases post-purchase dissonance for hedonic consumption for search goods. On the other hand, when shopping experience goods, post-purchase dissonance is increased corresponding to higher dispersion of online word‐ of‐ mouth for both utilitarian and hedonic consumption.

目錄
摘要………………………………………………………………………I
Abstract…………………………………………………………………..II
目錄……………………………………………………………………...V
圖表索引…………………………………………………………….... VI
第壹章　緒論 1
第一節　研究背景與動機 1
第二節　研究目的 3
第三節　研究流程 6
第貳章 文獻探討 7
第一節　網路口碑的一致性 7
第二節　購後失調 18
第三節　搜尋品與經驗品 27
第四節　功能消費與享樂消費 33
第參章　研究方法 37
第一節　研究架構 37
第二節　研究假說 40
第三節　變數操弄 45
第四節　變數衡量 49
第五節　實驗程序 54
第肆章　資料分析與結果 56
第一節　人口統計變數 56
第二節　信度分析 60
第三節　操弄確認 63
第四節　統計分析與驗證假說 65
第伍章　結論與建議 88
第一節　研究結論 88
第二節　理論貢獻與管理意涵 93
第三節　研究限制 97
第四節　後續研究建議 98
參考文獻 99
中文文獻 99
英文文獻 99
附錄 114
作者簡介 130

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