本研究主要目的在研究下列三個問題：

1.探討網路推薦訊息內容對於消費者而言，何種因素(可信度、說服力、專業程度、品質)影響最大？

2.探討產品涉入和信任傾向是否會影響消費者信任推薦訊息。

3.研究消費者對於平台類型的差異是否會影響信任推薦，和信任推薦是否會影響消費者根據其接收的推薦去採取行動？

研究結果發現可信度和說服力會正向顯著影響信任推薦，而信任傾向也同時正向影響消費者信任推薦訊息，結果表明，信任推薦會影響消費者根據推薦採取行動，而平台類行的差異則不會影響消費者信任推薦或採取行動。在產品涉入則對推薦訊息可信度影響信任推薦有調節效果。

The main purpose of this research is to study the following three questions:

1. Explore which factor of online recommendation messages (credibility, persuasiveness, profession, and quality) has the greatest impact on consumers?

2. Examine whether product involvement and trust tendency affect consumers' trust in recommendation messages?

3. Investigate whether different platform types affect trust recommendations, and will consumers take actions based on the recommendations they received?

The results of this study found that credibility and persuasiveness will significantly positively affect trust recommendations. Trust tendency also positively affect consumers’ trust on recommendation information. The results show that trust recommendations will affect consumers’ actions. Product involvement has a moderate effect on the credibility of the recommendation message and the trust recommendation. However, the difference between platforms will not affect consumers' trust in recommendations or actions.

論文審定書 i
誌謝 ii
摘要 iii
Abstract iv
目錄 v
圖次 vii
表次 viii
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 研究目的與問題 - 2 -
第四節 研究流程 - 3 -
第二章、文獻探討 - 4 -
第一節、何謂口碑(Word-Of-Mouth) - 4 -
第二節、 網路推薦口碑(EWOM) - 6 -
第三節、 推敲可能性模型(ELM) - 7 -
第四節、 推薦特性 - 10 -
1.推薦訊息品質(Recommendation quality) - 10 -
2.推薦訊息說服力(Recommendation persuasiveness) - 11 -
3.推薦訊息專業程度(Recommendation profession) - 12 -
4.推薦訊息可信度(Recommendation credibility) - 12 -
第五節、 產品涉入(Product involvement) - 13 -
第六節、 信任傾向(Trust tendency) - 14 -
第三章 研究方法 - 17 -
第一節 研究模型 - 17 -
第二節 研究假說 - 17 -
1.推薦訊息品質 - 18 -
2.推薦訊息說服力 - 18 -
3.推薦訊息專業程度 - 18 -
4.推薦訊息可信度 - 19 -
5.產品涉入 - 19 -
6.信任傾向 - 20 -
7.信任推薦 - 20 -
第三節 操作型定義 - 21 -
第四節 研究設計 - 21 -
1. 研究變數衡量與參考文獻 - 21 -
2.資料蒐集 - 23 -
第四章、資料分析 - 24 -
第一節 樣本基本資料分析 - 24 -
第二節 衡量模型 - 26 -
1.信度分析(Reliability) - 26 -
2.收斂效度(Convergent Validity) - 27 -
3.區別效度分析(Discriminant Validity) - 28 -
4.共線性(Multicollinearity)檢定 - 29 -
5.共同方法偏誤(Common Method Bias) - 30 -
第三節 模型與假說驗證 - 31 -
第四節 討論與分析 - 33 -
1. 推薦特性對於信任推薦之影響 - 33 -
2. 推敲可能性模型對信任推薦之影響 - 34 -
3. 信任推薦與平台類型對根據推薦採取行動之影響 - 35 -
4. 與過往文獻的異同 - 35 -
第五章、結論與研究建議 - 37 -
第一節 結論與建議 - 37 -
第二節 理論及實務意涵 - 38 -
1.理論面貢獻 - 38 -
2.實務面貢獻 - 38 -
第三節 研究限制與未來研究方向 - 39 -
1.研究限制 - 39 -
2.未來方向 - 40 -
參考文獻 - 41 -
附錄：研究問卷 - 49 -

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