當發表者在網路論壇上撰寫使用心得時,有些提供平台的網站業者除了提供發表評論的空間,還提供發表者給予產品一概括性評等的選項,並提供瀏覽者推薦這篇評論的地方,除了給予發表者與瀏覽者填寫或參考的項目,網站業者也會公開發表者部分的基本資料,供瀏覽者參考。 本研究將這些項目配合文獻,整理出:產品評論可信度─專業性、有用性、相似性,以及產品評等可信度,並驗證這些項目是否能影響瀏覽者的產品態度。 研究顯示,產品評論可信度─專業性、有用性、相似性,皆會影響產品評等可信度及產品態度,而產品評等可信度會干擾產品評論可信度對產品態度的影響,並發現,網站上所提供的參考項目並非皆能達到預期的效果。本研究以實際網站為例,相信更能提供給實務界做參考。
When senders write reviews on the internet, some platform operators not also give senders spaces to write reviews, but also hope senders give products ratings, and provide browsers spaces to commend these reviews. In addition to giving senders and browsers spaces to write and refer, they will open some of senders’ basic information for browsers to refer. This research combine these items with the literature to make up two variables: product reviews credibility (expertise, availability and similarity), and product rating credibility. And it will clarify whether these variables can affect browsers’ attitudes. It shows that product reviews credibility can affect product rating credibility and product attitudes. Product rating credibility can interfere with product reviews credibility and product attitudes. And it finds that all items provided by businesses do not be achieved at due effects. That this search use an actual website to study can be more useful for other platform operators.