在網路社群媒體蓬勃發展後，消費者會藉由搜尋與參考他人的建議而做出決定。對消費者來說，比起企業所釋出的廣告，消費者同時也會大量參考同為用戶的使用心得與評論，因此補充評論重要性隨之而起。本研究透過贊助評論與原始評論的比較，並搭配三種評論平台來源，進行消費者對於受到品牌贊助的評論是否最終會影響對品牌的態度以及購買意願，並以認知抵抗與情感抵抗作為中介變數進行分析。
藉由網路抽樣蒐集有效問卷688份，並透過結構方程式分析結果得出贊助評論對說服知識、認知抵抗、情感抵抗、品牌態度以及購買意願皆有顯著影響，並且贊助評論對最終的購買意願產生負向影響。此外，以認知抵抗與情感抵抗作為中介變數，中介效果分析結果顯示認知抵抗會中介說服知識與認知抵抗的正向關係，情感抵抗會中介說服知識與品牌態度的負向關係。

As the boom in online social media, consumers make decisions by searching for and referring to other people's advice. After seeing the advertisement released by the companies, consumers will also refer to the users' experience and comments. Hence, this is the reason why the importance of supplementary comments. This study compares sponsored reviews with original reviews, and review pair with three review platform sources. To explore the influence of consumers on brand attitude and purchase intention after reading reviews sponsored by brands.
This study collected 688 valid questionnaires through online sampling, and analyzed the results through structural equations modeling (SEM). Sponsored reviews have significant effects on persuasion knowledge, cognitive resistance, affective resistance, brand attitude, and purchase intention. And sponsored reviews have a negative impact on purchase intention. In addition, using cognitive resistance and affective resistance as mediator. The results of the mediation effect analysis showed that cognitive resistance mediates the positive relationship between persuasive knowledge and cognitive resistance. And affective resistance mediates the negative relationship between persuasion knowledge and brand attitudes.

Abzari, M., Ghassemi, R. A., & Vosta, L. N. (2014). Analysing the effect of social media on brand attitude and purchase intention: The case of Iran Khodro Company. Procedia-Social and Behavioral Sciences, 143, 822-826.
Alstyne, M. W. V., Parker, G. G., & Choudary, S. P. (2016, April). Pipelines, Platforms, and the New Rules of Strategy. Harvard business review. Retrieved from https://hbr.org/2016/04/pipelines-platforms-and-the-new-rules-of-strategy
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411.
Bickart, B., & Schindler, R. M. (2001). Internet forums as influential sources of consumer information. Journal of interactive marketing, 15(3), 31-40.
Boerman, S. C., & Kruikemeier, S. (2016). Consumer responses to promoted tweets sent by brands and political parties. Computers in Human Behavior, 65, 285-294.
Boerman, S. C., Van Reijmersdal, E. A., & Neijens, P. C. (2012). Sponsorship disclosure: Effects of duration on persuasion knowledge and brand responses. Journal of Communication, 62(6), 1047-1064.
Boerman, S. C., Van Reijmersdal, E. A., & Neijens, P. C. (2015). Using eye tracking to understand the effects of brand placement disclosure types in television programs. Journal of Advertising, 44(3), 196-207.
Chu, S.-C., & Kim, Y. (2011). Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites. International Journal of Advertising, 30:1, 47-75. doi:10.2501/IJA-30-1-047-075
Chuang, D. (2021). 廣告不實、狂買好評，亞馬遜封殺大量中國賣家. Retrieved from https://technews.tw/2021/07/23/amazon-blocks-illegal-china-accounts/
de Pelsmacker, P., & Neijens, P. C. (2012). New advertising formats: How persuasion knowledge affects consumer responses. Journal of Marketing Communications, 18(1), 1-4.
Duan, W., Gu, B., & Whinston, A. B. (2008). The dynamics of online word-of-mouth and product sales—An empirical investigation of the movie industry. Journal of retailing, 84(2), 233-242.
Edell, J. A., & Burke, M. C. (1987). The power of feelings in understanding advertising effects. Journal of consumer research, 14(3), 421-433.
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Philosophy and Rhetoric, 10(2).
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. In: Sage Publications Sage CA: Los Angeles, CA.
Fransen, M., ter Hoeven, C., & Verlegh, P. (2013). Strategies to resist advertising. ACR North American Advances.
Fransen, M. L., Smit, E. G., & Verlegh, P. W. (2015). Strategies and motives for resistance to persuasion: an integrative framework. Frontiers in psychology, 6, 1201.
Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of consumer research, 21(1), 1-31.
Golafshani, N. (2003). Understanding reliability and validity in qualitative research. The qualitative report, 8(4), 597-607.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: what motivates consumers to articulate themselves on the internet? Journal of interactive marketing, 18(1), 38-52.
Homer, P. M. (1990). The mediating role of attitude toward the ad: Some additional evidence. Journal of Marketing research, 27(1), 78-86.
Huang, A. H., Chen, K., Yen, D. C., & Tran, T. P. (2015). A study of factors that contribute to online review helpfulness. Computers in Human Behavior, 48, 17-27.
Kaiser, H. F. (1958). The varimax criterion for analytic rotation in factor analysis. Psychometrika, 23(3), 187-200.
Kim, S. J., Maslowska, E., & Tamaddoni, A. (2019). The paradox of (dis) trust in sponsorship disclosure: The characteristics and effects of sponsored online consumer reviews. Decision Support Systems, 116, 114-124.
Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0: Technology for humanity: John Wiley & Sons.
Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6), 59-62.
Lu, L.-C., Chang, W.-P., & Chang, H.-H. (2014). Consumer attitudes toward blogger’s sponsored recommendations and purchase intention: The effect of sponsorship type, product type, and brand awareness. Computers in Human Behavior, 34, 258-266.
MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a mediator of advertising effectiveness: A test of competing explanations. Journal of Marketing research, 23(2), 130-143.
Matthes, J., Schemer, C., & Wirth, W. (2007). More than meets the eye: Investigating the hidden impact of brand placements in television magazines. International Journal of Advertising, 26(4), 477-503.
Mayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2020). User generated content presenting brands on social media increases young adults’ purchase intention. International Journal of Advertising, 39(1), 166-186.
Mitchell, A. A., & Olson, J. C. (1981). Are product attribute beliefs the only mediator of advertising effects on brand attitude? Journal of Marketing research, 18(3), 318-332.
O’reilly, T. (2005). What is web 2.0. In.
Petty, R., Ostrom, T. M., & Brock, T. C. (2014). Cognitive responses in persuasion: Psychology Press.
Petty, R. E., & Cacioppo, J. T. (1977). Forewarning, cognitive responding, and resistance to persuasion. Journal of Personality and social Psychology, 35(9), 645.
Proserpio, D., Hollenbeck, B., & He, S. (2021, 05.09). How Fake Customer Reviews Do — and Don't — Work. Harvard business review. Retrieved from https://www.hbrtaiwan.com/article_content_AR0010415.html
Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of retailing, 80(2), 159-169.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of current issues & research in advertising, 26(2), 53-66.
Tavakol, M., & Dennick, R. (2011). Making sense of Cronbach's alpha. International journal of medical education, 2, 53.
Van Reijmersdal, E., Neijens, P., & Smit, E. G. (2009). A new branch of advertising: Reviewing factors that influence reactions to product placement. Journal of Advertising Research, 49(4), 429-449.
Van Reijmersdal, E., Smit, E., & Neijens, P. (2010). How media factors affect audience responses to brand placement. International Journal of Advertising, 29(2), 279-301.
Van Reijmersdal, E. A., Fransen, M. L., van Noort, G., Opree, S. J., Vandeberg, L., Reusch, S., . . . Boerman, S. C. (2016). Effects of disclosing sponsored content in blogs: How the use of resistance strategies mediates effects on persuasion. American Behavioral Scientist, 60(12), 1458-1474.
Wei, P.-S., & Lu, H.-P. (2013). An examination of the celebrity endorsements and online customer reviews influence female consumers’ shopping behavior. Computers in Human Behavior, 29(1), 193-201.
Werbler, C., & Harris, C. (2008). Online consumer reviews significantly impact consumer purchasing decisions, new opinion research corporation survey finds. In.
Williams, L. J., & Hazer, J. T. (1986). Antecedents and consequences of satisfaction and commitment in turnover models: A reanalysis using latent variable structural equation methods. Journal of applied psychology, 71(2), 219.
Winter, G. (2000). A comparative discussion of the notion of validity in qualitative and quantitative research. The qualitative report, 4(3), 1-14.
Wood, W., & Quinn, J. M. (2003). Forewarned and forearmed? Two meta-analysis syntheses of forewarnings of influence appeals. Psychological Bulletin, 129(1), 119.
Wu, J., Liu, W., Ge, J., Zhang, H., & Wang, P. (2011). New sensing mechanisms for design of fluorescent chemosensors emerging in recent years. Chemical Society Reviews, 40(7), 3483-3495.
Wu, S. I., & Lo, C. L. (2009). The influence of core‐brand attitude and consumer perception on purchase intention towards extended product. Asia Pacific Journal of Marketing and Logistics.
Zhu, F., & Zhang, X. (2010). Impact of online consumer reviews on sales: The moderating role of product and consumer characteristics. Journal of Marketing, 74(2), 133-148.
Zuwerink Jacks, J., & Cameron, K. A. (2003). Strategies for resisting persuasion. Basic and applied social psychology, 25(2), 145-161.