隨著網際網路與科技裝置設備的普及，資訊的傳遞不再侷限於過去需面對面，消費者能夠利用網路快速地搜尋他人的消費經驗或產品評論等相關資訊，做為其購買決策的參考依據。然而在網路世界中，充斥著許多可輕易取得的產品評論；在這些線上產品評論中，能夠對消費者產生幫助的評論又有那些？在過去相關的研究中，還沒有被徹底的探討過。因此，本研究探討影響消費者知覺線上產品評論助益性之因素，使用2 × 2 × 2的準實驗設計，調查線上產品評論在不同的產品類型(搜尋財與經驗財)、評論立場(正面評論與負面評論)以及評論來源(專家與顧客)之下，對消費者知覺評論助益性之影響。研究結果顯示評論立場與評論來源對於消費者知覺評論助益性有直接的影響，也發現評論立場與評論來源之間存在交互效果。研究結果可提供評論平台業者與行銷人員更有效率地進行網頁管理與制訂產品行銷策略

With the popularity of Internet and technology equipment, transferring of information is no longer limited to the need to face in the past. Consumers can easily use the Internet to quickly find another online product reviews and other relevant experience or information before they make purchasing decisions. However, In the Internet, many of the online reviews can be easily acquired. The question of what type of online reviews can be helpful to consumers has not been thoroughly researched. Therefore, we conduct a 2 × 2 × 2 quasi-experimental design to investigate what factors would influence consumers. Our study examine the effect of product types (search good and experience good), reviews position (positive and negative) and review source (experts and customers) on the consumer perceived the helpfulness of online reviews. The results of the experiment reveal that reviews position and review source have direct impact on the helpfulness of online reviews. And we find an interaction effect of the reviews position and review source. The findings provide managerial implications for platform operators and marketers as to how they can efficiently manage online reviews and make marketing strategies.

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