由於網際網路的興起,口碑訊息可藉由不同形式的網路平台快速傳播如社群媒體,使用者會傾向使用網路來搜尋資訊,形成所謂的「網路口碑」。本研究針對微網誌的使用者進行問卷調查,共發放問卷400份,有效樣本320份,有效回收率81%。本研究採用描述性、相關與迴歸等分析方法探討資訊品質、訊息來源可信度與網路口碑之間的相關性。研究結果發現:資訊品質越好,使用者網路口碑傳播的意願與使用者個人的信任傾向也越高;訊息來源可信度越高,網路口碑傳播的意願越高。因此建議平台經營者可以透過強化平台的資訊品質,提升使用者口碑傳播的意願,進而增加該網路平台的名聲。
Since the emergence of the internet, word-of-mouth can spread very rapidly through various kinds of online platforms such as social media. Consumers are likely to seek out information via internet, which is ”online word-of-mouth”. The research will take Microblogging's users as the research objects. Of the 400 questionnaires distributed, 320 valid ones were retrieved and the valid retrieval rate was 81%. Our research methods adopted the descriptive analysis, correlation analysis, and regression analysis to analyze the relationship among information quality, information source credibility, and online word-of-mouth. An analysis of the data revealed: information quality has significant positive impact on online word-of-mouth and information source credibility. The user's information source credibility has positive effect on their online word-of-mouth. Therefore, we recommended that the platform operators can strengthen the information quality and the user's online word-of-mouth for increasing the platform's reputation.