隨著網路的普及，網路購物變得越來越完善，消費者購物逐漸從線下轉為線上，沒有了線下商品實際的觀看，消費者購物前會在線上搜尋產品相關的資訊，並利用其他消費者的網路評論來當作參考依據，以降低對商品的疑慮，但評論的內容千百種，何種評論才能有效地增加消費者對於商品的購買意願呢?故本研究欲探討網路評論品質、正面網路評論對於消費者購買意願之影響，並因為不同產品類型可能會有不同的研究結果，消費者對於產品的涉入程度、對網路評論的了解程度也可能對結果產生影響，故此研究把產品類型與產品涉入程度以及觀看者專業性當作調節變數，分別探討正面網路評論對購買意願之調節效果。
此研究透過發放問卷來驗證網路評論品質、正面網路評論、產品類型、產品涉入程度、觀看評論者專業性之關係，最後的研究結果也顯示，網路評論品質及正面網路評論能夠有效地增加消費者的購買意願，且產品類型會顯著調節正面網路評論與購買意願之關係。

With the popularization of the network, online shopping is becoming more and more convenient,The purpose of this study is to investigate whether postive reviews,review quality affect consumers' purchase intention.Because different product types may have different research results, the degree of consumer involvement in the product, and Knowledge of online comments may also influence the results. Therefore,product type and product involvement degree and Recipient’s Expertise are regarded as moderating variables in this study.

In this study, questionnaires were issued to verify the relationship between positive review, review quality, Recipient’s Expertise ,product type and product involvement . The results also show that the quality of online reviews and positive online reviews can effectively increase consumers' purchase intention, and the Product type significantly moderates the relationship between positive online reviews and purchase intention.

中文摘要 II
英文摘要 III
表次 VI
圖次 VII
第一章 緒論 01
第一節 研究背景與動機 01
第二節 研究問題與目的 04
第三節 研究範圍與對象 05
第四節 研究方法與流程 06
第二章 文獻探討 07
第一節 網路評論 07
第二節 極端網路評論 08
第三節 網路評論品質 09
第四節 產品涉入程度 10
第五節 產品類型:享樂品、實用品 11
第六節 觀看評論者涉入程度與專業度 12
第七節 信號理論 13
第三章 研究方法 17
第一節 研究架構 17
第二節 研究假設 18
第三節 變數操作型定義與衡量 23
第四節 資料蒐集與分析方法 28
第四章 研究結果與分析 30
第一節 基本資料分析 30
第二節 信度與效度分析 33
第三節 敘述性統計分析 36
第四節 回歸分析 38
第五節 研究假說之驗證 42
第五章 結論與建議 43
第一節 研究結論 43
第二節 研究貢獻與管理意涵 45
第三節 研究限制與未來研究建議 47
參考文獻 49

中文文獻
財團法人台灣網路資訊中心，2019。2019台灣網路報告 調查亮點與焦點座談會主題
陳冠榮 ，2019。網購市場成長，2019 年電子購物營收估破 2,000 億元大關
翁書婷，2016。Google:69%的台灣消費者傾向在購物前先上網研究
大大學院，2018。消費者相信誰？線上評論如何影響消費者線上/線下購買決策


英文文獻

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