隨著網路進入Web2.0的時代，社群網站在台灣以及全球掀起熱潮，眾多使用者樂於在社群網站上分享自身的消費經驗以及口碑，但因散播口碑為自主行為，其口碑品質並無一定，且社群網站可依匿名程度區分為實名制 (如Facebook、Google+等)以及匿名制 (如Mobile01、PTT等)，而兩種類型的社群網站皆有眾多使用者，並且口碑已被證實對產品以及企業的名聲和收益有極大的影響，故不同的口碑品質在不同類型的社群網站對口碑接受者行為意圖的影響程度相當有研究價值。
本研究採用2 (高品質口碑 vs. 低品質口碑)x2 (實名制社群網站 vs. 匿名制社群網站)的實驗設計，並用餐廳食記作為實驗刺激，來探討口碑品質以及身分識別對消費者行為意圖的影響。研究結果發現，在高品質的網路口碑中，實名制或是匿名制的社群網站對口碑接受者的行為意圖沒有顯著差異，但是在低品質的網路口碑中，實名制社群網站對口碑接受者的影響顯著高於匿名制的社群網站。
因此，本研究建議企業在實名制的社群網站裡，可以較注重口碑數量以及口碑曝光度，例如鼓勵消費者在自己的Facebook打卡等。而在匿名制的社群網站則要相當注重口碑品質來增加消費者對口碑的信任度，增加口碑品質管制，例如規定口碑傳遞者若要分享評論，需要提供照片或是字數規定等。

Since internet go in to Web2.0, consumers more and more like to publish the experience of products or the advice and evaluation of businesses in Internet calls eWOM. But consumer publish their eWOM by themselves we can’t control it, so we can’t make sure about eWOM’s quality. There are two kinds of social website calls real name (like FaceBook、Google+) and virtual name (like Mobile01、PTT). Both of websites have a lot of users and previous studies also found that eWOM can effect consumer’s behavior intention, so there are a lot of value to research.
We use a 2 (WOM quality: high vs. low) ×2 (identity: real name vs. virtual name) between-subjects design. And use restaurant for experience design to research what’s different about different WOM quality in different identity websites. We found that there is no different when people see high quality WOM. But when WOM quality is low, real name website will effect consumer more than virtual name website.
We suggest that corporate can focus on WOM quantity more than quality, like encourage consumer use place function share on his FaceBook. And have more limits in virtual name website for maintain WOM quality like require photo or a least words if consumer wants to share their opinion.

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