近年，淘寶網的聲譽回饋系統在傳統的評分型及文本型評論的基礎上加入了上傳圖像功能，鼓勵消費者使用多元化的形式表達意見。本研究以淘寶網的女裝市場為背景，探討了買家評論中的圖像訊息將如何影響消費者的信任建立、感知風險與社群互動意圖，比較了不同圖像刺激間對消費者影響之差異，並檢視聲譽回饋系統對購買意圖的影響。本研究採用4×3的實驗設計，對360名女性受測者進行施測。
研究結果發現口碑呈現的不同會對消費者的信任、感知風險與社群互動意圖產生影響差異，並且此差異會受到評論效價之調節。而信任、感知風險和社群互動意圖亦被證實對購買意圖皆有顯著影響。本研究將圖像與消費者研究延伸至口碑傳播領域，有望擴充線上產品評論乃至電子口碑的研究成果，並為淘寶網及其零售商家提供相關實務建議。

As the biggest C2C trading platform in China, Taobao website builds up the reputation feedback system, which accumulates and disseminates information about sellers’ past trading behavior. Besides rating and texture comment, Taobao’s feedback system allows buyers to upload pictures to describe their online shopping experiences.
Taking the suit-dress market as sample, this research explores the effects of pictures of online customer reviews on trust, perceived risk and social interaction intention, and compares the differences among the presence of product, person and the human face. Moreover, the research examines the effect of reputation feedback system on purchase intention. 360 women partictipated in the experiment with a 4×3 design.
The results show that there are significant differences on consumers’ trust, perceived risk and social interaction intention among different formats of e-WOM, and the review valance moderates the differences. Further, the reputation feedback system is proved to have a significant effect on purchase intention. This study extents the picture research to e-WOM field, contributes to the research of online customer reviews. At last, this study provides some practical suggestions for Taobao website and the online sellers.

致謝 ii
中文摘要 iii
Abstract iv
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究問題與研究目的 4
第二章 文獻探討 6
第一節 中國C2C網購市場 6
一、中國C2C網購市場現狀 6
二、C2C線上交易相關研究 7
第二節 電子口碑與產品評論 8
一、口碑傳播 8
二、 電子口碑 8
三、 線上產品評論 11
四、 小結 14
第三節 圖像 15
一、圖像的定義 15
二、圖像與消費者 16
三、 小結 19
第四節 聲譽回饋系統 20
一、聲譽回饋系統（Reputation Feedback System） 20
二、信任（Trust） 22
三、感知風險（Perceived Risk） 25
四、社群互動（Social Interaction） 28
五、小結 31
第五節 購買意圖 32
一、 購買意圖（purchase intention） 32
二、聲譽回饋系統作用機制與購買意圖 32
三、小結 33
第三章 研究方法 35
第一節 研究架構 35
第二節 研究假說 35
一、口碑呈現與信任之關係 35
二、口碑呈現與感知風險之關係 37
三、口碑呈現與社群互動之關係 38
四、不同圖像刺激與聲譽回饋系統機制之關係 39
五、聲譽回饋系統作用機制與購買意願之關係 40
第三節 操作性定義 41
第四節 研究方法與程序 42
一、樣本與實驗設計 43
二、實驗刺激與前測 44
三、實驗程序 48
第五節 資料分析方法 48
第四章 資料分析 50
第一節 樣本背景資料分析 50
第二節 信效度分析 52
第三節 操弄性檢驗 54
第四節 研究假說之檢驗 55
一、口碑呈現對聲譽回饋系統作用機制之影響 55
二、不同圖像刺激對聲譽回饋系統作用機制之影響差異 61
三、聲譽回饋系統機制對購買意圖之影響 71
四、小結 73
第五章 討論 74
第一節 口碑呈現對信任建立之影響 74
第二節 口碑呈現對感知風險之影響 75
第三節 口碑呈現對社群互動之影響 76
第四節 不同圖像刺激之影響差異 77
第五節 聲譽回饋系統作用機制對購買意圖之影響 78
第六章 結論 80
第一節 研究結論 80
第二節 研究貢獻 81
一、學術貢獻 81
二、實務貢獻 83
第三節 研究限制與未來方向 84
參考文獻 87
附錄 問卷 105

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