隨著消費者越發仰賴線上評論作為訂房之參考依據，諸多線上平台均為蒐集評論之管道。由於消費者的認知有限，面對大量的線上評論使其難以做決策；另一方面，資訊呈現順訊存在順序效果，因此探討消費者瀏覽不同平台之線上評論是否觸發順序效果對飯店經營者來說是很重要的議題。本研究透過實驗操弄探討消費者在面對EC-eWOM與SM-eWOM之採用行為，藉由線上問卷調查搜集290份有效問卷進行假設檢驗。結果發現：(1) 線上評論有用性與可信度正向顯著影響線上評論之採用意願；(2) EC-eWOM與SM-eWOM存在交互作用，消費者對一平台之評論感知與採用行為，成為採用另一平台之評論與否之參考依據；(3) 消費者對EC-eWOM與SM-eWOM之感知及採用行為存在差異，顯示消費者對線上評論之感知受到平台之影響，更甚於順序效果。最後，本研究根據研究結果提出相關管理意涵，提供飯店管理者在第三方獨立平台與社群媒體平台上之營運參考。

As consumers increasingly rely on eWOM and online reviews when booking accommodations. There are multiple platforms that consumers can access information. However, consumers display limited cognitive abilities, they may only be able to process a limited amount of information. On the other hand, the presentation order of information exists the order effect, so it is important for hotel managers to explore if e-WOM which consumers browse from different platforms will trigger the order effect. This study uses quasi-experimental design to investigate the adoption process when consumers are facing EC-eWOM and SM-eWOM. 290 participants were involved in an online survey that asked to imagine searching for a hotel and reading other customers’ reviews to test our hypothesis. The results show that: (1) eWOM usefulness and credibility have a significant positive effect on eWOM adoption. (2) The two types of eWOM have interaction, the perceptions and adoption of e-WOM from one of the platform establishes a reference point that guides the adoption of e-WOM from another platform. (3) EC-eWOM and SM-eWOM have a significant difference on consumers’ perceived usefulness, credibility and adoption of eWOM, showing that consumers' perception of eWOM is influenced by the platform, even more than the order effect. The results have implications provide the operation of the hotel manager on the third party independent platform and the social media platform.

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