線上使用者評論已成為消費者重要的資訊來源。然而，由於評論者匿名的特性，企業可輕易地操弄口碑，消費者無法清楚地分辦網路口碑訊息是否具有商業意圖。本研究以網路書評為背景，找出商業與非商業口碑訊息的差異。首先請書評者書寫商業與非商業網路書評各二十篇，總共四十篇。其次，透過一對一深入訪談了解商業與非商業網路書評的撰寫準
則。爾後再尋找受訪者判別網路書評的性質，找出業與非商業網路書評之判別準則。

研究結果除可提供消費者判別商業與非商業網路書評的準則，以避免被商業書評所騙，也提供了網路論壇管理者管制可能具有商業意圖的網路書評。另外，也讓網路書商或書籍作者瞭解撰寫網路書評的方法，藉此創造有利於自己的口碑訊息，吸引消費者購買書籍，達到口碑行銷的目的。

Online user reviews have become an important source of information to consumers. However, because online users can post reviews anonymously, it is easy for companies to manipulate the electronic word-of-mouth (eWOM). Consumers are hard to identify whether the eWOM message is from the company or not. The present research employed in-depth interview and questionnaire to find out different guidelines of message between a commercial and noncommercial word-of-mouth. This article first created 40 book reviews. The 20 were commercial book reviews written by the commercial reviewers and the remaining was noncommercial which were written by the noncommercial reviewers. Then the study interviewed the book reviewers one by one and then invited survey candidates to identify the attribute of 40 book reviews to find out the difference of judgment criteria between commercial and noncommercial message.

These findings discover judgment criteria for differentiating commercial and noncommercial Internet book review. The result provides consumers with a reference for avoiding being cheated by a commercial book review. They also provide online forum managers with a reference for managing their website in case marketers harness book reviews. Besides, it provides bookstore owners to create a favorable book reviews to attract consumers to buy the books and reach the goal in word-of-mouth.

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