過去的研究少有網路資訊與口碑以豪華品牌汽車為研究對象，進行對消費意願影響的分析，本研究試以ELM思考可能性模型為研究模型的基礎，依ELM模型的中央路徑論述品質與周邊路徑論述來源為變數，並加入涉入程度為干擾變數建立本研究架構，探討訊息接收者如何進行訊息的思考與處理產生態度改變，即探討網路資訊與口碑如何影響豪華品牌汽車消費者的購買意願。
本研究以量化研究調查法為研究方法進行問卷設計，回收共427份有效問卷，並以結構方程式分析驗證假說，最後將問卷進行分群分析，瞭解豪華品牌汽車與非豪華品牌汽車的研究結果是否有所不同。
研究結果顯示，ELM思考可能性模型能有效解釋網路資訊與口碑對豪華品牌汽車消費意願影響，其中論述品質正向影響消費意願，即豪華品牌汽車消費者透過網路資訊與口碑的論述品質影響消費意願，而涉入程度高者具顯著影響性，另外，論述來源對購買意願無顯著影響。
基於豪華品牌車輛定位不同，消費者對於豪華品牌汽車的期待不同。期待本研究提供企業規畫對消費者有用的網路資訊與口碑參考。

There are limited research in the field that investigates the impact of electronic information and word of mouth on consumer behavior of luxury brand cars. This paper uses the Elaboration Likelihood Model (ELM) as the research model, and central route quality and peripheral route source as variables, with involvement as the moderating variable. The purpose is to explore how information is processed and impacts consumer decision-making. In this case, we aim to study the impact of electronic information and electronic word of mouth (EWOM) on consumer buying behavior of luxury brand cars.
This paper uses quantitative research methods by collecting and analyzing 427 survey responses. Structural equation model (SEM) was used to justify and test the hypothesis. Lastly, survey results were subjected to cluster analysis to further understand the difference between the results for luxury brand and non-luxury brand cars.
This research discovered that the ELM can effectively explain the impact of electronic information and electronic word of mouth on the buying behavior of luxury brand cars. The quality of the persuasive message positively impacts the consumer buying behavior of luxury brand cars through the delivery of electronic information and electronic word of mouth. The impact was particularly evident for consumers with high levels of involvement. On the other hand, the source of the persuasive message does not have significant effect on the buying behavior.
Due to the distinct positioning of luxury brand cars, consumers have higher expectations for these brands. We hope this research paper provided valuable insight to corporations when designing electronic information and electronic word of mouth for consumers.

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《一手車訊調查白皮書》2020台灣新車品牌暨消費調查 緣起與受訪者輪廓概述. (2020). 一手車訊. https://used.carnews.com.tw/News/carnews/carindustry/11304 。
Bernardo Lustosa, P. D. (2020, JUN 16, 2020). Luxury Industry Statistics and Insights in 2020. ClearSale LLC. https://blog.clear.sale/luxury-industry-statistics-and-insights-in-2020 。
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J.D.Power. (2019). Gap Between Mass Market and Luxury Sales Experience Shrinking, J.D. Power Finds. J.D.Power, 4. https://www.jdpower.com/business/press-releases/2019-taiwan-sales-satisfaction-index-ssi-study
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劉致昕. (2020). 專訪前「劍橋分析」業務總監：只要臉書的生意繼續，民主就有危機. THE REPORTER. https://www.twreporter.org/a/information-warfare-business-interview-cambridge-analytica-brittany-kaiser 。
蘇宇暉, & 羅凱揚. (2019). 質化研究與量化研究的差異. https://medium.com/marketingdatascience 。