隨著網際網路的普及，使現今日常生活的改變，進而影響到消費者購買的行為。MIC(2018)調查顯示台灣使用網路購物的人數漸漸高於實體購物，而在眾多的購物平台裡，商品評論會影響到消費者的購物意願以及對購物平台的忠誠度。
　　本研究針對消費者對於購物平台選購商品時，商品評論的重視程度，探討商品評論的可靠性、評論的質量以及評論的參與是否會影響消費者購買的意願以及對購物平台的忠誠度。而在商品評論以及對購物平台的忠誠度中，商品評論是否會因為購買意願，而有所改變。最後，套入感質的干擾，強化消費者對購買的意願。
　　本研究取樣對象以台灣本島及外島居民，針對有使用過蝦皮購物以及PChome購物平台之消費者，共發放800份，問卷回收792份，採用有效樣本713份，使用AMOS 20.0以及SPSS 22.0進行信效度檢驗以及統計分析並檢視本研究假設。因此，經由分析結果發現：
　　消費者的購買意願，由商品評論的質量以及實際參與評論會有影響。然而，衝動的購買行為，是不會考慮商品評論，若有計畫的購買商品，商品評論的來源可靠性竟會影響購買意願指標。消費者對於購物平台的忠誠度，原只會受商品評論的質量所影響，若是消費者本身有購買商品的意願，則商品評論之可靠性、質量、參與評論皆會影響到對購物平台的忠誠度。良好的購物體驗是直接影響到購買意願的重要因素。所以線上商家不僅需要管理好商品的品質，也要兼顧線上購物平台頁面設計、簡易的操作流程，帶給消費者好的購物體驗。
　　最後，根據本研究結果，建立評論的審核機制、以及良好的購物體驗，可以增加消費者的購買意願，並提升對線上購物平台的忠誠度。

With the Internet becoming more widespread, daily life has greatly changed, also influences consumer behavior. The survey released by MIC (2018) shows that the number of people using online shopping in Taiwan is gradually higher than physical shopping. Since there are so many online shopping platforms, product reviews become a key factor which affects the purchase intention and the Loyalty to the online shopping platform of consumers.
  The purpose of this study is to figure out the importance of product reviews when consumers shopping online, and to explore whether the reliability of product reviews, the quality of product reviews, and the participation in reviews will affect consumers purchase intention and the Loyalty of consumers to the online shopping platform. In this study, we also want to know the effect of product reviews toward Loyalty is affected by purchase intention. Also, we add the qualia in our model as a moderator to enhance consumers purchase intention.
  Data for this research was collected via questionnaires in Chinese for the Taiwanese population target who used Shopee and PChome online shopping platform. We distributed a total of 800 questionnaires and got 792 responses. After filtering, 713 responses remained valid for analysis.
  This study used AMOS 20.0 and SPSS 22.0 for reliability and validity testing, statistical analysis and review of the hypothesis of this study. Therefore, we indicated some finding through the analysis results:
  The consumer’s purchase intention will be affected by the quality of product reviews and the participation of reviews. However, impulsive purchase behavior will not be affected by product reviews. On the contrary, if there is a planned purchase behavior, the reliability of the product reviews will affect the purchase intention.
  Consumer Loyalty to online shopping platforms was originally only affected by the quality of product reviews. However, if consumers have the purchase intention, the quality, reliability, and participation of product reviews will also affect the Loyalty to online shopping platforms. A good shopping experience is an important factor that directly affects purchase intention. Therefore, online merchants not only need to manage the quality of the products but also need to take into account the online shopping platform page design and simple operation process, bring consumers a good shopping experience.
  Finally, based on the results of this study, establishing a review mechanism for product reviews and creating a good shopping experience can increase consumers' purchase intention and Loyalty to online shopping platforms.

目錄
摘要	I
ABSTRACT	II
目錄	III
圖目錄	V
表目錄	VII
第一章　緒論	1
第一節　研究背景與動機	1
第二節　研究目的	3
第三節　研究流程	4
第二章　文獻探討	6
第一節　商品評論	6
第二節　購買意願指標	13
第三節　電子口碑忠誠度	21
第四節　感質	27
第五節　各變項之相關性	33
第三章　研究方法	37
第一節　研究架構與假說	37
第二節　問卷設計	40
第三節　研究對象抽樣及樣本前測分析	43
第四節　資料蒐集與分析方法	51
第四章　實證分析與討論	53
第一節　樣本結構分析	53
第二節　描述性統計分析	56
第三節　信度與效度分析	64
第四節　結構方程模式分析	65
第五節　感質調節效果	79
第六節　研究結果	84
第五章　研究結論與建議	85
第一節　結論	85
第二節　後續研究建議	93
參考文獻	95

 
圖目錄
圖 1 1 研究流程圖	5
圖 2 1 信息來源的可靠性及其特徵	6
圖 2 2 商品評論及消費者參與之交互作用	11
圖 2 3 電子口碑正負信息拔河示意圖	12
圖 2 4 消費者的購買思與行過程	15
圖 2 5 消費者特徵的一般性與特殊性連續尺度	15
圖 2 6 計畫購買行為理論模式圖	17
圖 2 7 計畫購買的研究層次	17
圖 2 8 衝動購買的召喚力量	19
圖 2 9 消費者忠誠度的總體影響因素	24
圖 2 10 消費者忠誠度的分項影響因素	25
圖 2 11 感質五力轉換三要素示意圖	29
圖 3 1 研究架構	38
圖 4 1 原始的主架構測量模型	65
圖 4 2 調整後的主架構測量模型	67
圖 4 3 來源可靠性為主的購買意願指標中介架構	71
圖 4 4 來源可靠性為主的計畫與衝動購買中介架構	72
圖 4 5 信息質量為主的購買意願指標中介架構	73
圖 4 6 信息質量為主的計畫與衝動購買中介架構	74
圖 4 7 電子口碑參與為主的購買意願指標中介架構	76
圖 4 8 電子口碑參與為主的計畫與衝動購買中介架構	77
圖 4 9 感質對來源可靠性與購買意願指標之迴歸複線圖	80
圖 4 10 感質對信息質量與購買意願指標之迴歸複線圖	82
圖 4 11 感質對電子口碑參與與購買意願指標之迴歸複線圖	83

 
表目錄
表 2 1 衝動購買的定義	18
表 3 1 前測人口統計基本資料分析表	43
表 3 2 來源可靠性前測信度	44
表 3 3 信息質量前測信度	45
表 3 4 電子口碑參與前測信度	45
表 3 5 購買意願指標前測信度	46
表 3 6 計畫購買前測信度	46
表 3 7 衝動購買前測信度	47
表 3 8 衝動購買前測信度	47
表 3 9 蝦皮購物之感質前測信度	48
表 3 10 PChome購物之感質前測信度	49
表 3 11 信度分析標準	51
表 4 1 家庭主購者人口統計基本資料分析表	55
表 4 2 個別變項之描述性統計分析	56
表 4 3 研究變數之信度分析	64
表 4 4 原始的主架構測量模型	66
表 4 5 調整後的適配度指標檢定表	67
表 4 6 主架構變數收斂效度	69
表 4 7 主架構迴歸分析	70
表 4 8 來源可靠性為主的購買意願指標中介分析表	72
表 4 9 來源可靠性為主的計畫與衝動購買中介分析表	73
表 4 10 信息質量為主的購買意願指標中介分析表	74
表 4 11 信息質為主的計畫與衝動購買中介分析表	75
表 4 12 電子口碑參與為主的購買意願指標中介分析表	76
表 4 13 電子口碑參與為主的計畫與衝動購買中介分析表	78
表 4 14 感質次數分配表	79
表 4 15 兩組感質對於來源可靠性與購買意願指標之調節效果分析表	80
表 4 16 兩組感質對於信息質量與購買意願指標之調節效果分析表	81
表 4 17 兩組感質對於電子口碑參與與購買意願指標之調節效果分析表	82
表 4 18 研究結果與假說彙整表	84

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