旅客越來越依賴網路評論作為訂房之依據，使訂房網站的網路評論成為訂房決策的重要參考。由於網路評論品質不一，旅客會謹慎的篩選有用的資訊，因此評論的何種因素對旅客來說能夠相信，進而聽從購買建議，對於飯店業者有其重要性。本研究透過設計實驗情境以及線上問卷調查方式，蒐集290份有效問卷進行假說驗證。結果如下：(1)旅客觀看正負面不同口碑的感受不同，對於正面口碑，只有資訊品質對信任有正向且顯著的影響；對於負面口碑，則資訊品質和產品評分都對信任有正向且顯著的影響(2)信任是做出訂房決策的重要因素(3)評論數量對於訂房意圖沒有太大的影響。

As tourists increasingly rely on online reviews to make booking decision, the online reviews on booking websites have become the important reference. Because of the various quality of online reviews, tourists are cautiously screening useful information. What kind of factors tourists will believe in and will follow their buying advises are important for hotel managers. This study collected 290 valid questionnaires for hypothesis verification by designing experimental situations and online questionnaire surveys. The results are as follows, (1) Tourists' perceptions of positive and negative reviews are different. For positive reviews, only information quality has a positive and significant impact on WOM trust; for negative reviews, both information quality and product ratings have positive and significant impact on WOM trust. (2) Word-of-mouth trust is an important factor in making a reservation decision. (3) The number of reviews has little impact on the booking intention.

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