過往研究已證明評論扮演著至關重要的角色對消費者購買行為有顯著影響，然關於評論的情感、長度及圖片對消費者購買行為的影響研究甚少，爰此本論文擬深入探討線上購物的評論類型(評論的情感、長度及圖片)是否影響消費者的產品知覺價值及其購買意願。

本論文採用實驗設計方法，三因子組間實驗設計2（評論情感正面／負面）x 2（評論字數長／短）x2（圖片有／無）x2 ，建立八種不同的評論刺激物，透過網路問卷的方式收集數據，最終回收了285份有效問卷。論文的資料分析乃使用SPSS 22版統計軟體進行，涵蓋了敘述性統計、信度與效度分析、獨立樣本T檢定、變異數分析及迴歸分析等方法，以驗證論文所提出的各項假設。主要研究發現如下：

首先，線上購物評論的正、負情感均對消費者的產品知覺價值具有顯著的正向影響，其中負面評論的產品知覺價值低於正面評論。其次，線上購物評論的長、短字數均對消費者的產品知覺價值具有顯著正向影響，然長評論的產品知覺價值低於短評論，此現象或可能顯示出年輕消費者較傾向於簡短且直接的評論。接著，線上購物的圖片在評論情感與消費者的產品知覺價值具有顯著調節作用，其中正面評論中附有實穿圖的產品對消費者的知覺價值高於無圖片的產品，而負面評論無實穿圖的產品知覺價值則高於有圖片。最後，消費者的產品知覺價值顯著正面影響消費者的購買意願。總結來說，本研究不僅驗證過去有關線上購物評論的相關文獻結果外，亦強化刺激-有機體-反應(Stimuli-Organism-Response)理論的應用，並進一步提供了線上購物評論字數長短、有無附圖片在不同情感下對消費者產品知覺價值影響的新洞察，進而提出了些許管理意涵為相關業者及後續研究者提供參考依據。

In this era of ubiquitous digital devices, online shopping has become a part of daily life. According to Forbes' 2023 statistics, 79% of consumers engage in online shopping at least once a month, with reviews playing a crucial role in this process. Although previous research has demonstrated that the reviews significantly affects the consumer purchasing behavior. This study delves deeper into how the sentiment, length, and presence of pictures in reviews influence perceived product value and purchase intentions.

This thesis employs an experimental design method, a three-factor between-groups design 2 (review sentiment: positive/negative) x 2 (review length: long/short) x 2 (presence of pictures: yes/no), creating eight different review stimuli. Data was collected through an online survey, ultimately yielding 285 valid questionnaires. The data analysis was conducted using SPSS software version 22, covering descriptive statistics, reliability and validity analysis, independent sample T-tests, ANOVA, and regression analysis to validate the proposed hypotheses.

The results indicate: (1) The sentiment of reviews significantly affects perceived product value, with negative reviews resulting in lower perceived values than positive ones; (2) The length of reviews significantly impacts perceived product value, with shorter reviews favored over longer ones, suggesting a preference among younger consumers for concise and direct feedback; (3) There is an interaction between images and review sentiment that moderates perceived product value, with positive reviews containing actual wear pictures perceived as more valuable than those without, whereas the opposite is true for negative reviews; (4) Perceived product value significantly influences consumer purchase intentions.

Beyond confirming previous literature on reviews, this study also enhances the application of the Stimulus-Organism-Response (SOR) theory. It offers new insights into how the length of reviews and the presence of images under different emotional contexts affect perceived product value, and provides managerial implications, limitations of the study, and suggestions for future research. This research serves as a reference for subsequent researchers in the field.

目錄
目錄-----I
表目錄-----III
圖目錄-----IV
第壹章 緒論-----1
第一節 研究背景與動機-----1
第二節 研究目的-----4
第三節 研究流程-----4
第貳章 文獻探討-----6
第一節  電子商務-----6
第二節  線上評論-----7
第三節  S-O-R理論-----9
第四節  評論-----12
第五節 知覺價值-----18
第六節 購買意願-----20
第參章 研究方法-----23
第一節  研究架構與假說-----23
第二節  研究設計-----26
第三節  依變數之定義與衡量-----34
第四節  問卷設計-----36
第五節  實驗流程-----37
第六節  分析方法-----38
第肆章 資料分析與研究結果-----40
第一節  樣本結構分析-----40
第二節  信效度分析-----43
第三節  變異數分析與研究假說之檢定-----45
第伍章 結論與建議-----51
第一節  結論-----51
第二節  學術貢獻與管理意涵-----52
第三節  研究限制與建議-----54
參考文獻-----55
一、中文文獻-----55
二、英文文獻-----57
三、網路部分-----63
附錄-----65
附錄一：平台熟悉度-----65
附錄二：評論字數長短-----66
附錄三：評論情感正負面-----67
附錄四：正式問卷-----69

表目錄
表 2-1評論情感正負面文獻整理-----14
表 2-2評論字數長短文獻整理-----16
表 3-1知覺價值量表-----34
表 3-2購買意願量表-----35
表 4-1樣本資料次數、百分比分析表-----41
表 4-2刺激物樣本數及百分比分析表-----42
表 4-3各構面之Cronbach’s α值及因素分析表-----44
表 4-4變異數分析 (ANOVA) 表-----45
表 4-5正負情感獨立樣本t檢定表-----45
表 4-6字數長短獨立樣本t檢定表-----46
表 4-7三因子變異數分析表（Three-Way ANOVA）-----47
表 4-8評論情感對知覺價值分析表-----48
表 4-9評論字數對知覺價值分析表-----48
表 4-10知覺價值對購買意願分析表-----49
表 4-11假說檢定結果彙總表-----50
 
圖目錄
圖 1-1 2022台灣零售及電商產業地殼變動：實體復甦-----3
圖 1-2 研究流程圖-----5
圖 2-1 刺激-有機體-反應(SOR)模型架構圖-----10
圖 3-1本研究架構圖-----23
圖 3-2 2021年購物應用下載排行-----27
圖 3-3 2022年購物應用下載排行-----27
圖 3-4編號一刺激物-----31
圖 3-5編號二刺激物-----31
圖 3-6編號三刺激物-----32
圖 3-7編號四刺激物-----32
圖 3-8編號五刺激物-----32
圖 3-9編號六刺激物-----33
圖 3-10編號七刺激物-----33
圖 3-11編號八刺激物-----33
圖 4-1評論的正負面和有無圖片對產品知覺價值的影響-----49

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三、網路部分
中文：
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英文：
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