本論文探討網路口碑搜尋對目的地意象之影響。研究者著重於瞭解旅客涉入程度 (高/低) 及資訊搜尋來源 (網路口碑納入/排除)，如何影響對台灣的意象。研究結果指出，當旅客的涉入程度愈低時，在資訊超載的情況下，導致較差的目的地意象。相反地，旅客的涉入程度愈高，在資訊需求獲得較大滿足的情況下，導致較佳的目的地意象。研究發現，目的地意象愈好，口碑推薦意圖愈高。研究建議網路口碑的搜尋應定位為實用性的資訊搜尋行為，而非僅是搜尋特定旅遊目的地之外部資訊。

This study examines the role of tourist information sources as a component of destination image formation. As we expected, when eWOM are include in information source used, information overload appears when the individual find himself in a low involvement situation while it does not when involvement is high. The results show that destination image has significant impact on willingness to recommend. The results suggest eWOM messages should not be a major source for travel planning. It should be viewed as a function information search.

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