隨著網際網路的演進，網路口碑成為消費者重要的資訊來源並影響其購物行為。在網路口碑傳播的媒介中，Dcard為台灣近年來最有影響力的社群網絡與匿名論壇，對消費者與廠商而言，其資訊傳播影響力大。因此廠商常與專人合作，透過在Dcard上發布業配文或開箱文，吸引更多顧客購買。
本研究主要探討品牌熟悉度(高/低)與廣告揭露(無揭露/誠實揭露)對消費者資訊可信度與購物意願的影響。實驗結果顯示，廣告揭露與否不會影響產品分享文的資訊可信度，亦不會影響消費者對產品的購買意願。品牌熟悉度不會影響資訊可信度，但會正面影響消費者對產品的購買意願。
先前研究主要以「部落格」為觀察主體來探究廣告揭露與資訊可信度的關係，但部落格如今已不是人們搜尋資訊時首要的參考來源，取而代之的是人們較喜歡利用社群論壇如Dcard進行資訊搜尋。相較於先前研究，本研究之貢獻為幫助企業了解現今行銷的趨勢以及年輕世代的需求，並在企業使用Dcard做為廣告工具時，提供實用建議，期盼幫助企業更有效率的分配行銷預算。

With the development of the Internet, electronic word-of-mouth evaluation has become an important information source and influences customers’ purchasing behaviors. Dcard is one of Taiwan's most influential social networks and anonymous forums among the information delivering channels. Thus, messages broadcasting on Dcard have a significant impact on customers and companies. Companies cooperate with writers who post advertorial or unboxing reviews on Dcard to attract more customers.
This study explores the effects of brand familiarity (i.e., high/low) and sponsorship disclosure conditions (i.e., no sponsorship disclosure / honest opinions sponsorship disclosure) on the information credibility and purchase intention. The experimental results show that different sponsorship disclosure conditions do not impact the information credibility and purchase intention. Moreover, brand familiarity positively influences the consumers’ purchase intention but won’t impact the information credibility.
Previous studies showed the relationship between sponsorship disclosure conditions and information credibility, but they primarily focus on ‘‘blogs’’, which are not the first choice for people nowadays to search for information. Instead, people prefer using forums such as Dcard. Compared with previous literature, this study's contribution is helping companies follow current trend of marketing and understand the needs of the young generation. In practice, we provide suggestions to the companies when using Dcard as marketing tools and expect these suggestions will help them effectively allocate the marketing budget.

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