隨著網路購物市場蓬勃發展，愈來愈多消費者會在網路發表已購買產品或服務體驗之評論。而相對於只有原始評論，追加評論讓原始評論者經歷一段時間的體驗後進行再次評論，得以補強或改變其原先評論價性，提供更完整的口碑資訊，以利其他潛在消費者搜尋閱讀並做出回應。因此，本研究以消費者觀點，通過刺激-有機體-反應理論來發展研究架構，探究原始評論與追加評論價性一致與否，對購買意圖及網路口碑傳遞意圖之影響，並以可信度作為干擾變數。本研究採準實驗法對原始評論及追加評論內容加以操弄，並透過模擬網路購物的建置進行網路問卷蒐集，共取得502份問卷，有效問卷382份（76.10%）。分析結果顯示，相對於原始評論與追加評論之價性不一致，原始評論與追加評論之價性一致會促使消費者產生較強烈的購買意圖及網路口碑傳遞意圖；且可信度會正向干擾購買意圖。

With the online shopping market flourishing, more and more consumers are prone to publish online comments of products or service experiences they bought. Compared to the Initial Review, the Additional Review supplies the original reviewers a re-comment after a period of experience, which reinforces or changes the valence of their initial reviews, and it provides a complete word of mouth information and facilitates other potential consumers to make a response after reviewing. Therefore, in the view of a consumer, this study uses the stimulus-organism-response theory as a research structure and explores the impact of the consistency between Initial Review and Additional Review on the Purchase intention and the Transmission Intentions of the online word of mouth with the credibility as an interference variable. In this study, we used the quasi-experimental method to research the initial and additional reviews, and we gained 502 web questionnaires that contain 382 (76.10% in total) valid ones by simulating online shopping.
The results show that the consistency of valences between the initial reviews and the additional reviews leads to a stronger purchase intention and an online word-of-mouth transmission intention, comparing to the inconsistency valences of them. And the credibility will positively interfere with the purchase intention.

王長征, 何钐, 王魁., (2016), 網絡口碑中追加評論的有用性感知研究, 管理科學, 28(3), 102-114.
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