網路口碑已被證實是消費者購買決策的重要參考，過往學者將網路口碑分為評價與評論量兩部份，分別探討其對消費者的影響力。評價反映產品品質，評論量反映產品熱門度，兩者個隱含不同訊息，因此，本研究欲探討當網路口碑呈現評價與評論人數有所差距時，不同自我建構的消費者，是否會偏好不同的網路口碑訊息作為決策，是偏好選購高評價的產品或是選購高評論量的產品。

實驗一採2×1的實驗設計，結果顯示自我建構不同會影響消費者對網路口碑類型的偏好，相依我的消費者較重視評論人數，會依評論數量來決定購買決策；而獨立我的消費者則比相依我的消費者更重視評價分數，容易被分數較高的餐廳但評論人數不多的餐廳所吸引。

在實驗二加入了產品類型，探討其調節效果，架構為2（自我建構：相依自我/獨立自我）x2（產品類型：耐久性商品/非耐久性商品）。結果發現，產品類型確實會調節消費者的口碑偏好，對於非耐久性商品，相依我消費者偏好高評論量產品，獨立我消費者偏好高評價產品；而對於耐久性商品，相依我與獨立我的消費者都偏好高評論產品。

Electronic Word-of-Mouth (eWOM) has proven to be an important reference for consumer purchase decision making process. Previous scholars has divided eWOM into two parts, valence and volume, to investigate its impacts on consumers.

Based on the results of data mining, this study finds that there are discrepancies between the valence (rating) and the volume in some online reviews. Valence reflects product quality message, and volume reflect product popularity message, both of which implied a different message. Therefore, we want to explore consumer’s decision when facing two types of eWOM, highly-valence and highly-volume.

In study 1, the results show that self-construction will affect consumer preferences different eWOM type, interdependent self-construal consumers more emphasis on the number of comments; and independent self-construction consumers pay more attention to the valence score than interdependent self-construal consumers.

In the study 2, we added the product type as moderator variable to compose a 2 (Self Construction: interdependent / independent) x 2 (Product Type: durable goods / non-durable goods) factorial design experiment. The result shows both interdependent and independent self-construal consumers prefer highly-volume over highly-valence for durable goods.

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