隨著網際網路的普及與傳播科技之進步，購買行為也隨之改變，購物不再受限於時間、地點，方便多元的付款方式，顛覆傳統的實體現金交易，造就了新型態的網路消費行為。
許多線下廠商也積極整合成線上與線下商店，邁向全通路的營運模式。由於線上購物無法接觸到實體商品，促使消費者產生知覺的風險，也突顯了網路口碑的重要性。網路口碑可以讓消費者在購買產品前，參考更多產品或服務的經驗、評價等相關資訊，以作為購買的決策因素。當網路口碑不佳時，甚至可以直接幫助消費者過濾劣質的產品與賣場。故對店家而言，網路口碑是很重要的行銷策略，好的口碑可以透過口耳相傳，讓消費者買到符合需求的產品。
本研究探討「蝦皮平台上的網路口碑對消費者購買意願的影響」，並加入了知覺風險作為影響因素，以三個口碑面向、三個感知風險構面和購買意願，作為變數導出問卷題目。透過網路對台灣各年齡消費者發放網路問卷，並收回579份有效問卷。以敘述性統計了解消費者使用網路購物的習慣，透過迴歸分析檢視網路口碑與知覺風險對購買意願的影響。
研究結果顯示，網路口碑對於消費者購買意願有所影響，尤其是加入了知覺風險後更為明顯。因此，電商應注重網路口碑的行銷策略，並針對消費者的感知風險，擬定因應策略與改善方法，藉以降低線上消費者對購買產品的不確定性，發揮口碑行銷的效益，創造優質購物體驗，提高商家的營運績效。

With the popularization of the Internet, purchasing behavior has also changed. Shopping is no longer limited by time and place, it is turned to convenient and diverse payment methods. The importance of eWOM is also arise by the perceived risk when shopping online. EWOM can make consumers get more product information before making a purchase. When the eWOM is not good, it can even help consumers directly filter out inferior products and stores.
This study uses Shopee as an example to explore the effects of eWOM on consumers’ purchase intention and adds perceived risk as an influencing factor. This study used three eWOM types, three perceived risk dimensions, and purchase intention as variables to design the questionnaire questions. The questionnaires were distributed through the Internet, and 579 valid responses were returned. This study uses descriptive statistics to understand respondents’ background and examine the impact of eWOM and perceived risk on purchase intentions through regression analysis.
The research results show that eWOM has an impact on consumers' purchase intention, especially when perceived risk is added. Therefore, e-commerce companies should be more concerned about the marketing strategy of eWOM and formulate coping strategies to reduce the uncertainty of shopping online.

論文審定書 i
Acknowledgement ii
摘要 iii
Abstract iv
Contents v
List of Figures vii
List of Tables viii
Chapter 1 Introduction 1
1.1 Research Background 1
1.2 Research Objectives 3
Chapter 2 Literature Review 6
2.1 EWOM 6
2.1.1 Seller Reputation 7
2.1.2 Customer Review 8
2.1.3 Quantity of Product Reviews 9
2.2 Perceived Risk 10
2.2.1 Product Performance Risk 11
2.2.2 Financial Risk 11
2.2.3 Time Risk 12
2.3 Purchase Intention 12
2.4 Hypotheses 13
2.4.1 Seller Reputation 13
2.4.2 Customer Review 14
2.4.3 Quantity of Product Reviews 14
2.4.4 Product Performance Risk 15
2.4.5 Financial Risk 17
2.4.6 Time Risk 18
Chapter 3 Research Method 20
3.1 Research Framework 20
3.2 Sample and Data Collection 21
3.3 Research Instrument 23
3.3.1 Descriptive Statistics 24
3.3.2 Reliability Analysis 24
3.3.3 Factor Analysis 24
3.3.4 Regression Analysis 25
3.4 Pretesting 25
3.4.1 Reliability Analysis 26
3.4.2 Validity Analysis 26
3.5 Questionnaire Design 28
Chapter 4 Research Results 29
4.1 Descriptive statistic 29
4.2 Variable Analysis 31
4.2.1 Correlation Analysis 31
4.2.2 Effectiveness Verification of Perceived Risk 32
4.2.3 Regression Analysis of Seller Reputation, Customer Review, Quantity of Product Reviews and Purchase Intention 33
4.2.4 The Influence of Perceived Risk on Seller Reputation, Customer Reviews, Product Reviews Quantity 33
4.2.4.1 The Effect of Product Performance Risk 33
4.2.5 Regression Analysis of Perceived Risk and Purchase Intention 35
4.3 Summary of Experimental Results 36
Chapter 5 Discussion 38
5.1 Summary of Research Findings 38
5.2 Theoretical Implications 39
5.3 Management Implications 40
5.3 Limitations and Future Research 41
References 44
Appendix1: Survey Questions in English 58
Appendix2: Survey Questions in Chinese 64

Akerlof, G. (1970). The Market for Lemons: Quality Uncertainty and the Market Mechanism. Quarterly Journal of Economics, 84(3), 488-500. Doi: 10.2307/1879431
Arndt, J. (1967). Role of Product-related Conversations in the Diffusion of a New Product. Journal of Marketing Research, 4(3), 291-295. Doi: 10.2307/3149462
Ba, S., & Pavlou, P. A. (2002). Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior. MIS Quarterly, 26(3), 243-268. Doi: 10.2307/4132332
Bar-Isaac, H., & Tadelis, S. (2008). Seller Reputation. Foundations and Trends in Microeconomics, 4(4), 273–351. Doi: 10.1561/0700000027
Bauer, R. A. (1960). Consumer Behavior as Risk Taking. In R. Hancock (Ed.), Dynamic marketing for a changing world (pp. 389–398), Chicago, IL: American Marketing Association.
Beneke, J., Greene, A., Lok, I. and Mallett, K. (2012). The Influence of Perceived Risk on Purchase Intent – The Case of Premium Grocery Private Label Brands in South Africa. Journal of Product & Brand Management, 21(1), 4-14. Doi: 10.1108/10610421211203060
Bhatnagar, A., Misra, S., & Rao, H. R. (2000). On risk, convenience, and Internet shopping behavior. Communications of the ACM, 43(11), 98–105. Doi: 10.1145/353360.353371
Bickart, B., & Schindler, R. M. (2001). Internet Forums as Influential Sources of Consumer Information. Journal of Interactive Marketing, 15(3), 31–40. Doi: 10.1002/dir.1014.abs
Brinkmann, U., & Seifert, M. (2001). “Face to Interface” – The Establishment of Trust in the Internet: The Case of e-Auctions. Zeitschrift für Soziologie, 30(1), 23–47. Doi: 10.1515/zfsoz-2001-0102
Brown, J., Broderick, A. J., & Lee, N. (2007). Word of Mouth Communication within Online Communities: Conceptualizing the Online Social Network. Journal of Interactive Marketing, 21(3), 2–20. Doi: 10.1002/dir.20082
Business Weekly (2021). Is It Really More Convenient to Use Shopee Shop-to-shop? Retrieved from https://www.businessweekly.com.tw/focus/blog/3008424 (May 25, 2022)
Buttle, F. A. (1998). Word of mouth: Understanding and managing referral marketing. Journal of Strategic Marketing, 6(3), 241–254. Doi: 10.1080/096525498346658
Casalo, L. V., Flavián, C., & Guinalíu, M. (2007). The Influence of Satisfaction, Perceived Reputation and Trust on a Consumer’s Commitment to a Website. Journal of Marketing Communications, 13(1), 1–17. Doi: 10.1080/13527260600951633
Chang, C.-C., & Chou, Y.-J. (2008). Goal Orientation and Comparative Valence in Persuasion. Journal of Advertising, 37(1), 73–87. Doi: 10.2753/JOA0091-3367370106
Chen, K. (2020). Kantar Insights Division on COVID-19: Worry More and Buy More? Retrieved from https://www.cna.com.tw/postwrite/detail/271943 (Apr. 18, 2022)
Chen, Y., & Xie, J. (2008). Online Consumer Review: Word-of-Mouth as a New Element of Marketing Communication Mix. Management Science, 54(3), 477–491. Doi: 10.1287/mnsc.1070.0810
Cheung, C. M. K., & Thadani, D. (2012). The Impact of Electronic Word-of-mouth Communication: A literature Analysis and Integrative Model. Decision Support Systems , 54(1), 461 – 470. Doi: 10.1016/j.dss.2012.06.008
Dellarocas, C., Zhang, X. (Michael), & Awad, N. F. (2007). Exploring the Value of Online Product Reviews in Forecasting Sales: The Case of Motion pictures. Journal of Interactive Marketing, 21(4), 23–45. Doi: 10.1002/dir.20087
Dowling, G. R., & Staelin, R. (1994). A Model of Perceived Risk and Intended Risk-Handling Activity. Journal of Consumer Research, 21(1), 119-134. Doi: 10.1086/209386
Duan, W., Gu, B., & Whinston, A. (2008). The dynamics of online word-of-mouth and product sales—An empirical investigation of the movie industry. Journal of Retailing, 84(2), 233–242. Doi: 10.1016/j.jretai.2008.04.005
Dwidienawati, D., Tjahjana, D., Abdinagoro, S. B., Gandasari, D., & Munawaroh. (2020). Customer Review or Influencer Endorsement: Which One Influences Purchase Intention More? Heliyon, 6(11). Doi: 10.1016/j.heliyon.2020.e05543
Etzion, H., & Awad, N. (2007). Pump up the Volume? Examining The Relationship Between Number of Online Reviews and Sales: Is More Necessarily Better? ICIS 2007 Proceedings.
Farag, S., Schwanen, T., Dijst, M., & Faber, J. (2007). Shopping Online and/or in-store? A Structural Equation Model of the Relationships between e-shopping and in-store Shopping. Transportation Research Part A: Policy and Practice, 41(2), 125–141. Doi: 10.1016/j.tra.2006.02.003
Forsythe, S. M., & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56(11), 867–875. Doi: 10.1016/S0148-2963(01)00273-9
Forsythe, S., Liu, C. Shannon, D. & Gardner, L. (2006). “Development of a Scale to Measure the Perceived Benefits and Risks of Online Shopping”, Journal of Interactive Marketing, 20(2), 55-75. Doi: 10.1002/dir.20061
Ghose, A., Mukhopadhyay, T., and Rajan, U. (2007). "Impact of Internet Referral Services on the Supply Chain," Information Systems Research, 18(3), 300-319. Doi: 10.1287/isre.1070.0130
Grabner-Kraeuter, S. (2002). The Role of Consumers’ Trust in Online-Shopping. Journal of Business Ethics, 39(1), 43–50.
Harridge‐March, S. (2006). Can the Building of Trust Overcome Consumer Perceived Risk Online? Marketing Intelligence & Planning, 24(7), 746–761. Doi: 10.1108/02634500610711897
Hong, Z., & Yi, L. (2012). Research on the Influence of Perceived Risk in Consumer On-line Purchasing Decision. Physics Procedia, 24, 1304–1310. Doi: 10.1016/j.phpro.2012.02.195
Hu, M., & Liu, B. (2004). Mining and summarizing customer reviews. 168–177. Doi: 10.1145/1014052.1014073
Hu, N., Liu, L., & Zhang, J. J. (2008). Do Online Reviews Affect Product Sales? The role of Reviewer Characteristics and temporal Effects. Information Technology and Management, 9(3), 201–214. Doi: 10.1007/s10799-008-0041-2
Huifeng, P., Ha, H.-Y., & Lee, J.-W. (2020). Perceived Risks and Restaurant Visit Intentions in China: Do Online Customer Reviews Matter? Journal of Hospitality and Tourism Management, 43, 179–189. Doi: 10.1016/j.jhtm.2020.04.005
Hussain S., Ahmed W., Jafar R. M. S., Rabnawaz A., Jianzhou Y. (2017). EWOM Source Credibility, Perceived Risk, and Food Product Customer’s Information Adoption. Compute in online exchange relationships: A principal-agent perspective, MIS Quarterly, 31(1), 105–136. Doi: 10.2307/25148783
Internet World Stats. (2022). Asia Internet Usage Facebook Stats and Population Statistics. Retrieved from https://www.internetworldstats.com/stats3.htm (May 15, 2022)
Ivan Ross (1975). Perceived Risk and Consumer Behavior: A Critical Review. NA - Advances in Consumer Research, 2, 1-20. Doi: 10.1108/S0885-2111(2010)0000012018
Jansen, J. (2010). Online Product Research. Pew Research Center’s Internet & American Life Project, Washington, D.C.
Jiménez, F. R., & Mendoza, N. A. (2013). Too Popular to Ignore: The Influence of Online Reviews on Purchase Intentions of Search and Experience Products. Journal of Interactive Marketing, 27(3), 226–235. Doi: 10.1016/j.intmar.2013.04.004
Kemp S. (2022). Digital 2022: Taiwan. Data Reportal – Global Digital Insights. Retrieved from https://datareportal.com/reports/digital-2022-taiwan (Apr. 11, 2022)
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A Trust-based Consumer Decision-making Model in Electronic Commerce: The Role of Trust, Perceived Risk, and Their Antecedents. Decision Support Systems, 44(2), 544–564. Doi: 10.1016/j.dss.2007.07.001
Kim, E., Hong, T. (2010). Segmentizing Customers in Online Stores from Factors that Affect the Customer's Intention to Purchase, 383-388. Doi: 10.1109/i-Society16502.2010.6018733
Kim, I. (2007), The Role of Perceived Risk on Purchase Intention in Internet Shopping. International Journal of Electronic Marketing and Retailing 1, 279–288. Doi: 10.1504/IJEMR.2007.013057
Kostyra, D. S., Reiner, J., Natter, M., & Klapper, D. (2016). Decomposing the effects of online customer reviews on brand, price, and product attributes. International Journal of Research in Marketing, 33(1), 11–26. Doi: 10.1016/j.ijresmar.2014.12.004
Kumar, and Benbasat, I. (2006). "The Influence of Recommendations on Consumer Reviews on Evaluations of Websites," Information Systems Research, 425-439. Doi: 10.1287/isre.1060.0107
L. Zhang, W. Tan, Y. Xu, G. Tan (2012). Dimensions of Perceived Risk and Their Influence on Consumers' Purchasing Behavior in the overall Process of B2C, Engineering education and management, Springer, 111, 1-10. Doi: 10.1007/978-3-642-24823-8_1
Laranjo, L., Arguel, A., Neves, A. L., Gallagher, A. M., Kaplan, R., Mortimer, N., Mendes, G. A., & Lau, A. Y. S. (2015). The influence of social networking sites on health behavior change: A systematic review and meta-analysis. Journal of the American Medical Informatics Association: JAMIA, 22(1), 243–256. Doi: 10.1136/amiajnl-2014-002841
Lee, J., Lee, J., & Tan, B. C. Y. (2013). The Contrasting Attitudes of Reviewer and Seller in Electronic Word-of-Mouth: A Communicative Action Theory Perspective. Asia Pacific Journal of Information Systems, 23(3), 105–129. Doi: 10.14329/apjis.2013.23.3.105
Lee, S.-H. (2009). How do online reviews affect purchasing intention? African Journal of Business Management, 3(10), 576-581.
Li, M., Huang, L., Tan, C.-H., & Wei, K.-K. (2013). Helpfulness of Online Product Reviews as Seen by Consumers: Source and Content Features. International Journal of Electronic Commerce, 17(4), 101–136. Doi: 10.2753/JEC1086-4415170404
Litvin S. W., Goldsmith R. E., Pan B. (2008). Electronic word-of-mouth in hospitality and tourism management. Tourism Management, 29(3), 458–468.
Doi: 10.1016/j.tourman.2007.05.011
Liu, Z., & Park, S. (2015). What makes a useful online review? Implication for travel product websites. Tourism Management, 47, 140–151. Doi: 10.1016/j.tourman.2014.09.020
Maignan, I., & Lukas, B.A. (1997). “The Nature and Social Uses of the Internet: A Qualitative Investigation”, Journal of Consumer Affairs, 31(2), 346–371. Doi: 10.1111/j.1745-6606.1997.tb00395.x
Masoud, E. Y. (2013). The Effect of Perceived Risk on Online Shopping in Jordan. International Journal of Academic Research in Business and Social Sciences , 11(3). Doi: 10.6007/IJARBSS/v11-i3/8490
Mavlanova, T., Benbunan-Fich, R., & Koufaris, M. (2012). Signaling theory and information asymmetry in online commerce. Information & Management, 49(5), 240–247.
Doi: 10.1016/j.im.2012.05.004
Mayzlin D, Chevalier JA (2006). The Effect of Word of Mouth on Sales: Online Book Reviews. : Journal of Marketing Research, 43(3), 345-354. Doi: 10.1509/jmkr.43.3.345
McKnight, D.H., Choudhury, V. and Kacmar, C. (2002). “The impact of initial consumer trust on intentions to transact with a web site: a trust building model”, The Journal of Strategic Information Systems, 11(3), 297-323. Doi: 10.1016/S0963-8687(02)00020-3
Melnik, Mikhail, I., and Alm, J. (2005). "Seller Reputation, Information Signals, and Prices for Heterogeneous Coins on eBay." Southern Economic Journal, 72(2), 305-328. Doi: 10.2307/20062113
Mirabi, D. V., Akbariyeh, H., & Tahmasebifard, H. (2015). A Study of Factors Affecting on Customers Purchase Intention. Journal of Multidisciplinary Engineering Science and Technology, 2(1), 267-273.
Mitchell, V.W. (1998). A role for consumer risk perceptions in grocery retailing. British Food Journal, 100(4), 171-183. Doi: 10.1108/00070709810207856
Mudambi & Schuff. (2010). Research Note: What Makes a Helpful Online Review? A Study of Customer Reviews on Amazon.com. MIS Quarterly, 34(1), 185.
Doi: 10.2307/20721420
Munnukka, Juha, Heikki K., and Anna T. (2015). “Are Facebook Brand Community Members Truly Loyal to the Brand?” 51.” Computers in Human Behavior 51: 429–439. Doi: 10.1016/j.chb.2015.05.031
Nieto J., Hernández-Maestro R. M., Muñoz-Gallego P. A. (2014). Marketing decisions, customer reviews, and business performance: the use of the Top rural website by Spanish rural lodging establishments. Tourism Management, 45. 115–123.
Doi: 10.1016/j.tourman.2014.03.009
Online Product Research—Pew Internet. (2010). Slidelegend.Com. Retrieved from https://reurl.cc/j10OND (Jun. 2, 2022)
P. Resnick, R. Zeckhauser, E. Friedman, K. Kuwabara (2000). Reputation systems. Communications of the ACM , 43(12), 45–48. Doi: 10.1145/355112.355122
Pallab, P. (1996). “Marketing on the Internet,” Journal of Consumer Marketing, 13(4), 27-39. Doi: 10.1108/07363769610124528
Park DH, Lee J, Han I (2007). The Effect of On-line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11(4), 125–148. Doi: 10.2753/JEC1086-4415110405
Pavlou, Liang, & Xue. (2007). Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal-Agent Perspective. MIS Quarterly, 31(1), 105. Doi: 10.2307/25148783
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model. International Journal of Electronic Commerce, 7(3), 101–134. Doi: 10.1080/10864415.2003.11044275
Pavlou, P. A., Liang, H., & Xue, Y. (2007). Understanding and Mitigating Uncertainty in Online Exchange Relationships: A Principal-Agent Perspective. MIS Quarterly , 31(1), 105. Doi: 10.2307/25148783
Promomagazine (2009). Online Consumer Product Reviews Have Big Influence. Retrieved from http://promoma gazine.com/research/online-consumer-rev iews-influence-0416/ (Apr. 22, 2022)
Qiang Ye, Yijun Li, Melody Kiang & Weifang Wu (2009). The Impact of Seller Reputation on the Performance of Online Sales: Evidence from TaoBao Buy-It-Now (BIN) Data. Data Base for Advances in Information Systems, 40(1), 12.
Doi: 10.1145/1496930.1496935
Rajamma, R. K., Paswan, A. K., & Hossain, M. M. (2009). Why do shoppers abandon shopping cart? Perceived waiting time, risk, and transaction inconvenience. Journal of Product & Brand Management, 18(3), 188–197. Doi: 10.1108/10610420910957816
Reddy, A. (2020). Covid-19 Impact: Consumers Move More towards Digital. Retrieved from www.thehindubusinessline.com/opinion/covid-19-impact-consumers-move-more-towardsdigital/article31337127.ece (May 28, 2022)
S. Ba & P. Pavlou (2002). Evidence of the effect of trust building technology in electronic markets: price premiums and buyer behavior, MIS Quarterly, 26 (3), 243-268.
Doi: 10.2307/4132332
San Martín, S., & Camarero, C. (2009). How perceived risk affects online buying. Online Information Review, 33(4), 629–654. Doi: 10.1108/14684520910985657
Selvidge, P. R., Chaparro, B. S., & Bender, G. T. (2002). The world wide wait: Effects of delays on user performance. International Journal of Industrial Ergonomics, 29(1), 15–20. Doi: 10.1016/S0169-8141(01)00045-2
Shah, H., Aziz, A., Jaffari, A. R., Waris, S., Ejaz, W., Fatima, M. and Sherazi., K. (2012). The Impact of Brands on Consumer Purchase Intentions, Asian Journal of Business Management 4(2), 105-110. Doi: 10.20472/BM.2019.7.1.006
Shimp, T. A. & Bearden, W. O. (1982). Warranty and Other Extrinsic Cue Effects on Consumers’ Risk Perceptions, Journal of Consumer Research, 9(1), 38-46. Doi: 10.1086/208894
Spence, H. E., Engel, J. F., & Blackwell, R. D. (1970). Perceived Risk in Mail-Order and Retail Store Buying. Journal of Marketing Research, 7(3), 364–369.
Doi: 10.2307/3150296
T. Girard, P. Korgaonkar, R. Silverblatt (2003). Relationship of type of product, shopping orientations, and demographics with preference for shopping on the Internet. Journal of Computer-Mediated Communication , 8(1), 101-120. Doi: 10.1111/j.1083-6101.2002.tb00162.x
Tan, Y.H. and Thoen, W. (2000). “Toward a generic model of trust for electronic commerce,” International Journal of Electronic Commerce, 5(2), 61-74.
Doi: 10.1080/10864415.2000.11044201
Tingchi Liu, M., Brock, J. L., Cheng Shi, G., Chu, R., & Tseng, T. (2013). Perceived benefits, perceived risk, and trust: Influences on consumers’ group buying behaviour. Asia Pacific Journal of Marketing and Logistics, 25(2), 225–248.
Doi: 10.1108/13555851311314031
Trenz, M., & Berger, B. (2013). Analyzing Online Customer Reviews—An Interdisciplinary Literature Review And Research Agenda. Doi:10.13140/2.1.1203.1361
Vallejo J. M., Redondo Y. P., Acerete A. U. (2015). The characteristics of electronic word-of-mouth and its influence on the intention to repurchase online. Eur. J. Bus. Manag. Econ. 24(1), 61–75.
Verhagen, T., Meents, S., & Tan, Y.-H. (2006). Perceived risk and trust associated with purchasing at electronic marketplaces. European Journal of Information Systems, 15(6), 542–555. Doi: 10.1057/palgrave.ejis.3000644
Yang, F. (2013). Effects of Restaurant Satisfaction and Knowledge Sharing Motivation on eWOM Intentions: The Moderating Role of Technology Acceptance Factors. Journal of Hospitality & Tourism Research, 18. Doi:10.1177/1096348013515918
Yu, U.-J., Lee, H.-H., & Damhorst, M. L. (2012). Exploring Multidimensions of Product Performance Risk in the Online Apparel Shopping Context: Visual, Tactile, and Trial Risks. Clothing and Textiles Research Journal, 30(4), 251–266.
Doi: 10.1177/0887302X12462059
Z. Chen, A.J. Dubinsky (2003). A conceptual model of perceived customer value in e-commerce: a preliminary investigation, Psychology and Marketing, 20(4), 323–347. Doi: 10.1002/mar.10076