儘管線上論壇在消費者間已廣為流行，對企業而言，是否該引進此系統至組織中迄今仍無確切的答案。本篇論文將探討影響消費者對線上網路評論的信任與行為意圖之因素。研究者首先整理過去關於信任與行為意圖的文獻，接著提供一出理論的架構，探討影響消費者對線上電影評論的信任與選擇電影的行為意圖的因素。本研究採用問卷方式搜集資料，針對國立台灣科技大學的學生進行問卷發放，最後共取得305份有效的樣本。並使用線性迴歸與卡方檢定模型衡量本研究中所提及的變數效果。
本研究的貢獻在於發現某些因子直接影響了電影消費者對於電影評價網站的信任以及選擇電影的行為意圖。這樣的發現對於電影商在試圖使用網站方式當作促銷工具時，是相當有幫助的。

Despite the widespread popularity of online opinion forums among consumers, the business value that such systems bring to organizations has, so far, remained an unanswered question. This thesis explores factors related to online movie comments’ trust and watching movie intention. The researcher starts with the summaries of previous literatures and reviews the antecedents of research in trust and behavioral intention. In this study, the researcher intends to provide a theoretical framework of factors related to online movie comment trust and watching movie intention. A questionnaire was the data-collection method for the research. The data was collected from 305 participants. The participants were mostly students from National Taiwan University of Science and Technology. A quantitative research approach was adopted, and linear regression and Chi-square methods were used to process and examine the effect of the variables mentioned in the research.
In terms of relative contributions, the researcher found some variables directly influence a moviegoer’s trust towards online movie comments and watching movie intention. Such findings are useful for movie entrepreneurs when they set up a website as one of their promotion tools.

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