網際網路的發展，改變了人們的生活習慣、溝通方式，甚至在網路空間裡創造新的文化與組織、發展新的商機，最近話題不斷的網路交流平台，Facebook，正是一個新興且越來越受企業注重的交流平台，近幾年來，新興社群網站Facebook，是一個具有許多互動功能的網路平台，他的使用者快速成長，行銷效果讓企業主開始重視。
口碑的力量在網路的來臨下變得更加重要是不爭的事實，但過去也有相關研究指出對兩種網路平台所進行的研究，一是消費者提供回應的平台，另一是官方提供的企業訊息，其實消費者對於兩方產生的信任感並沒有顯著不同，且消費者欲搜尋資訊時，兩方網頁都會被瀏覽，前提是，此研究結果為針對旅遊性產品，非一般性消費商品。
因此，本研究由兩個不同來源的訊息發出來進行，使用量化的研究方法，將使用者進行進行動機與產品涉入做基本分類，分析這樣的干擾效果下，不同來源訊息對於閱讀者之意見跟隨、互動及來源可信度下，是會產生替代、互補或是影響幅度大小等效果，且以推敲可能性模式來說明及發展未來產品行銷方向，以協助業者在社群網站上進行網路行銷決策之參考。
結果顯示，在無干擾變數時、有動機干擾變數時，皆產生無顯著差異的效果，表示企業進行社群網站行銷時，企業訊息及口碑訊息皆需同等重視。但在專業性產品中，產品涉入之高低不同卻造成不同的影響，與本研究初始假設相同，高涉入者對於企業訊息產生之意見跟隨、專業度、可靠度的信任較高的方向性，但在意見互動意願上卻較低，而低涉入者對於口碑訊息產生之意見跟隨、互動、專業度、可靠度的信任較高，提供企業網路行銷新的發展方向。

The internet has changed people’s life styles and the ways of the communication; it creates, consequently, new cultures, new organizations, and new business opportunities in the cyber space. Facebook, the hottest social network, has been caught the attention by the entrepreneurs in the recent years. Also, this new social network is a multi-functional and interactive internet platform. With an increasing number of the users, the entrepreneurs have started to focus on its marketing effects.
It’s definitely true that the word-of-mouth power through the internet gets more significant, while some researches points out that two word-of-mouth messages or the entrepreneurial messages have no differences to the users. In addition, the above two messages will be read when the consumers are trying to search for the information needed; but before going around the premise, the results of the research must be based on tourist products, instead of the normal consumer products.
This study, therefore, employs quantitative research methodology to approach the differences between the messages from the consumers and the companies; they can be categorized into users’ motivation and the product involvement as the mediators. Based on that, the results show that the substitutive effects, complementary effects, or the effects which change the ranges are produced under the different sources of the messages to the readers’ opinions, interaction, and reliability. This study uses ELM model to explain and develop the future marketing directions of the products so as to offer the operators the favorable online marketing decision-making references on social networks.
Among the factors, the results show that the message acceptance is significant only when the involvement mediator intercepts. High-involved users prefer to trust the entrepreneurial messages, while low-involved users prefer to trust the word-of- mouth messages, which is the same as the initial hypothesis of the study. These surprising findings can offer the companies the development directions of undertaking online marketing activities.

一、 中文部分
1. Andrew B. Whinston, Dale O. Stahl, Soon-Yong Choi著，1998，薛夙珍譯，電子商務經濟學，跨世紀電子商務出版社。
2. 池嘉敏(2005)。網路口碑來源可信度對線上購買意圖之影響─以線上拍賣網站為例。國立台灣科技大學企業管理系研究所碩士論文，未出版，台北。
3. 吳宜臻、徐瑋璿（2002）。《初探網路謠言意涵、傳散過程與解決之道—從企業網路謠言談起》，國立清華大學社會研究所主辦， 2002年網路與社會研討會論文。
4. 吳岱宜（2009），網路口碑之訊息信任對消費者民宿住宿意願影響之研究，大葉大學休閒事業管理系研究所碩士論文。
5. 李坤遠（1996）。《訊息涉入,廣告主可信度,廣告訴求方式與廣告溝通效果關係之研究》。國立交通大學管理科學研究所。
6. 周怜利譯，1998，Robbin Zeff、Brad Aronson著（1997），廣告anytime--網際網路廣告，台北：和碩出版社。
7. 尚榮安、陳禹辰、周季穎(2007)。電腦中介傳播對消費者口碑行為的影響。電子商業期刊，9(1)，27-48。
8. 林建煌(2007)，消費者行為概論，台北：華泰文化。
9. 孫傳雄，2009/10/20，孫傳雄談科技，blog.chinatimes.com/tomsun/archive/2009/10/20/442458.html
10. 梁曙娟譯，Seth Godin，行銷不過是個噴嚏，藍鯨出版，初版，2000/2001
11. 許順富，廣告特性類型與廣告效果之探討，國立臺灣大學商學研究所碩士論文，民88年。
12. 陳書林，梁世安(2006)，探討影響網路負面口碑因素之研究，東吳大學運輸與通訊產業經營與管理。第10 屆科際整合管理研討會。
13. 劉忠平(1995)，消費者購買傾向之影響消費者決策模式的應用，國立台灣大學商學研究所，未出版碩士論文。
14. 鄧佩珊(2011)，體育運動大辭典，待出版。
二、 英文部分

1. Alreck, P. L. & Settle, R. B. (1995). "The Importance of Word-of-Mouth Communication to Service Buyer.” AMA Winter Educators'' Proceedings. D. W. Stewart and N. J. VLlcassim, eds. Chicago, IL: American Marketing Association.
2. AMA [American Marketing Association] (2005). Code of ethics Ethical norms and values for marketers. Accessed at http://www.marketingpower.com
3. Arndt, J. (1967). Role of product-related conversations in the diffusion ofa new product. Journal of Marketing Research, 4, 291–295.
4. Babin, B. J., W. R. Darden, and M. Griffin (1994), “Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value,” Journal of Consumer Research, Vol.20 (March), pp.644-656.9
5. Baker, M. J., & Churchill, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing Research, 14(4), 528-555.
6. Belch, G.E., & Belch, M. A. (2001). Advertising and Singapore: An integrated marketing communications perspective. (5th eds), Boston: McGraw-Hill.
7. Berlo, D.K., Lement, J.E., & Mertz, R.J. (1969-70), Dimensions for Eevaluating the Acceptability of Message Sores, Public Opinion Quarterly, 33, pp.563-576.
8. Bickart, Barbara and Robert M. Schindler (2001), “Internet Forums as Influential Sources of Consumer Information,” Journal of Interactive Marketing, Vol. 15, No. 3, Summer, 31-40.
9. Bickart, Barbara and Robert M. Schindler (2002), “Expanding the Scope of Word of Mouth: Consumer-to-Consumer Information on the Internet,” Advances in Consumer Research, 29 (1), 428-430
10. Bone, P. F. (1995), “Word-of-mouth effects on short-term and long-term product judgments.”, Journal of Business Research, Vol.32(3), p213-223.
11. Casalo, L. V., Flavian, C., & Guinaliu, M. (2010). Relationship Quality, Community Promotion and Brand Loyalty in Virtual Communities: Evidence from Free Software Communities. International Journal of Information Management, 30(4), 357-367.
12. Dellarocas, C. (2003). The digitization of word of mouth: Promise andchallenges of online feedback mechanisms. Management Science,49(10), 1407–1424.
13. Dichter, E. (1966). How Word-of-Mouth Advertising Works. Harvard Business Review, 44(6), 147-166.
14. Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, v. 36 n. 5, Sep./Oct.
15. Duhan, D. F., Johnson, S. D., Wilcox, J. B., & Harrell, G.. D. (1997). Influences on consumer use of word-of-mouth recommendation sources. Journal of Academic Marketing Science, 25(4), 283-259.
16. Facebook. (2010) Statistics. www.facebook.com=press=info.php?statistics.
17. Flynn, L. R. and Goldsmith, R. E. (1993), “Application of the personal involvement inventory in marketing,” Psychology and Marketing, Vol. 10, No. 4, pp. 357-366.
18. Gelb, B. D. & Sundaram, S. (2002), “Adapting to word of mouse,” Business Horizon, Vol. 45, No. 3, 21-25.
19. Gilly, M. C., Graham, J. G., Wolfinbarger, M. F., & Yale, L. J. 1998. A dyadic study of interpersonal information search. Journal of the Academy of Marketing Science, 26: 83-100.
20. Gilly, M. C., Graham, O. L., Wolfinbarger, M. F., & Laura, J. Y. (1998). A dyadic study of interpersonal information search. Journal of the Academy of Marketing Science, 26(2), 83-100.
21. Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545-560.
22. Goldsmith, R. E. (2006). Electronic word-of-mouth. In K.-P. Mehdi (Ed.),Encyclopedia of e-commerce, e-government and mobile commerce(pp. 408–412). Hershey, PA: Idea Group Publishing.
23. Goldsmith, R. E., ＆ Horowitz, D. (2006). Measuring Motivations for Online Opinion Seeking. Journal of Interactive Advertising, 6(2), 1-16.
24. Hawkins, D. T. (1994), Electronic Advertising: on online system, online.
25. Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004).Electronic word-of-mouth via consumer-opinion platforms: Whatmotivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52.
26. 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, vol:18 iss:1 pg:38.
27. Hennig-Thurau, Thorsten and Gaianfranco Walsh (2003), “Electronic Word-of-Mouth: Motives for and Consequences of Reading Customer Articulations on the Internet,” International Journal of Electronic Commerce, 8 (2), 51-74.
28. Hoffman, D. L., & Novak, T. P. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations. Journal of Marketing, 60(3), 50-68.
29. Hoffman, D., & Novak, T. (1996). Marketing in hypermedia computermediated environments: Conceptual foundations. Journal of Marketing,60, 50–68.
30. Holbrook, M. and Hirschman, E.C. (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feeling and Fun. Journal of Consumer Research, 9(2): 132-140
31. Hovland, C. I., Janis, I. L., & Kelly, H. H. (1953). Communication and Persuasion. New Haven, CT: Yale University Press.
32. Huang, Li-Shia, Chou, Yu-Jen and Lin, Che-Hung (2008), “The Influence of Reading Motives on the Responses after reading Blogs,” Cyberpsychology & Behavior, 11 (3), 351-355.
33. Isabelle Goyette, Line Ricard, Jasmin Bergeron, Francois Marticotte (2010) E-WOM Scale: word-of-mouth measurement scale for e-services context.
34. Jin, X.-L., Lee, M.K.O., and Cheung, C.M.K., 2009, “How to keep members using the information in a computer supported social network”,Computers in Human Behavior, vol.25(5), pp.1172–1181.
35. Johnson, T. J., & Kaye, B. K. (2004). Wag the blog: How reliance on traditional mediaand the Internet influence credibility perceptions of weblogs among blog users. Journalism and Mass Communication Quarterly, 81(3), 622-642.
36. Johnson-George, C., W. C. Swap. (1982). Measurement of specific interpersonal trust: Construction and validation of a scale to assess trust in a specific other. J. Personality Soc. Psych. 43(6) 1306-1317.
37. Katz, E. and Paul F. Lazarsfeld, (1955), Personal Influence, Glencoe, IL: Free Press.
38. Kelman, H.C. and C.I. Hovland, “Reitistatement of the Communicator in Delayed Measurement of Opinion Change,“ Journal of Abnormal and Social Psychology, Vol. 48, July, 1953, pp. 327-335.
39. Kiecker, P., Cowles, D. (2001). Interpersonal online word-of-mouth. Journal of Euro-Marketing, 11(2), 71-88.
40. Kjerstin S. Thorson & Shelly Rodgers(2006).Relationships between Blogs as eWOM and Interactivity, Perceived Interactivity, and Parasocial Interaction. Journal of Interactive Advertising, 6 (2) , 34‐44.
41. Kotler, P, Marketing Management, 7th ed., Prentici-Hall International ed., 1991, p.183
42. Kotler, P. (2002). Marketing management. 11th edition. New Jersey: Prentice Hall.
43. Kozinets, R. V. (2002). The Field Behind the Screen: Using Netnography for Marketing Research in Online Communities. Journal of Marketing Research (JMR), 39(1), 61-72.
44. Lau, G. T. and Ng,S. (2001). "Individual and Situational Factors Influencing Negative Word-of-Mouth Behaviour." Canadian Journal of Administrative Sciences 18(3): 163
45. Lazarsfeld, P., Berelson, B., & Gaudet, H. (1944). The people’s choice.New York: Duell, Sloan and Pearce.
46. Lindgreen, A., & Vanhamme, J. (2005). Viral marketing: The use of surprise. In I. Clarke, & T. B. Flaherty (Eds.), Advances in electronic marketing (pp. 122–138). Hershey, PA: Idea Group Publishing.
47. McGuire, W.J. (1985). Attitudes and attitude change. In Handbook of Social Psychology. In G. Lindzey & E. Aronson (Eds.), New York: Random House, 233-346.
48. McKnight, D. H., Choudhury, V. and Kacmar, C. (2002), “The Impact of Initial Consumer Trust on Intentions to Transact with a Web Site: a Trust Building Model,” Journal of Strategic Information Systems, 11 (3-4), 297-323.
49. Myung-Soo Lee, and Banwari, M,1989, “A casual model of consumer Involvement”Journal of Economic Psychology, Vol. 10, pp.363-389.
50. Neelamegham & Jain,”Consumer Choice Process for Experience Goods:An Econometric Model & Analysis”,Journal of Marketing Research, pp.373-386.,August 1999.
51. Nyer, Prashanth U. (1997), “A Study of the Relationships between Cognitive Appraisals and Consumption Emotions,” Journal of the Academy of Marketing Science, 25 (4), pp. 296-304.
52. Ohanian, R. (1990). Construction and validation of a scale to measure celebrity endorser’s perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39-52.
53. Perse, E. (1990). Media Involvement and Local News Effects. Journal of Broadcasting and Electronic Media, 34, 17–36.
54. Petty R. E., and Cacioppo, J. T., Attitudes and Persuasion: Classic and Contemporary Approaches, IA: Wm. C. Brown., 1981.
55. Petty, Richard E. and John T. Cacioppo, Communication and Persuasion: Central and Central and Peripheral Routes to Attitude Change, New York: Springer-Verlag, 1986.
56. Pornpitakpan, C. (2003). The effect of celebrity endorsers’ perceived credibility on product purchase intention: The case of Singaporeans. Journal of International Consumer Marketing, 16(2), 55-74
57. R. B. Money (2004), “Word-of-Mouth promotion and switching behavior in Japanese and American business-to-business service clients,” Journal of Business Research, Vol. 57, pp297-305.
58. Rempel, J. K., J. G. Holmes, M. P. Zanna. (1985) Trust in close relationships. J. Personality Soc. Psych. 49(1) 95-112.
59. Schutz, W. C. (1966). FIRO: A Three Dimensional Theory of Interpersonal Behavior, New York: Holt, Rinehart, & Winston.
60. Sen, S., and Lerman, D. "Why Are You Telling Me This? An Examination into Negative Consumer Reviews on the Web," Journal of Interactive Marketing (21:4), 2007, pp. 76-94.
61. Simpson, Edwin K. and Ruel C. Kahler, 1980-81. A Scale for Source Credibility, Validated in the Selling Context, Journal of Personal Selling and Sales Management, 12, 17-25.
62. Stephen W. Litvin, Ronald E. Goldsmith, Bing Pan(2008), “Electronic word-of-mouth in hospitality and tourism management”, Tourism management 29 (2008) 458-468
63. Strahilevitz, M. and J. G.. Myers, “Donations to Charity as Purchase Incentives: How Well They Work May Depend on What You are Trying to Sell”, Journal of Consumer Research, 24(4), (1998): 46-434.
64. Sukoco, B. M., ＆ Wu, W. Y. (2010). The personal and social motivation of customers’ participation in brand community. African Journal of Business Management, 4 (5) 614-622.
65. Swan, J. E., & Combs, L. J. (1976). Product performance and consumer satisfation: a new concept. Journal of Marketing, 40, 25-33.
66. Taylor-Carter, M. A., Doverspike, D., & Alexander, R. (1995). Message effects on the perceptions of the fairness of gender-based affirmative action: A cognitive response theory-based analysis. Social Justice Research, 8(3), 285-303.
67. Techdictionary.com (2006). Accessed @ /http://techdictionary.com/
68. Van Hoye, G., & Lievens, F. 2007. Social influences on organizational attractiveness: Investigating if and when word of mouth matters. Journal of Applied Social Psychology, 37(9): 2024-2047.
69. Westbrook, R. A. (1987). Product/consumption-based affective responses and postpurchase processes. Journal of Marketing Research, 24(3),258–270.
70. Wrightsman, L.S. (1991). Interpersonal trust and attitudes toward human nature. J. P. Robinson, P. R. Shaver, and L. S. Wrightsman, eds. Measures of Personality and Social Psychological Attitudes: Volume 1-Measures of Personality and Social Psychological Attitudes. Academic Press, San Diego, CA, 373-412.
71. Zafer, B. E. (1999). Celebrity endorsement: A literature review. Journal of Marketing Management, 15(4), 291-314.
72. Zaichkowsky, J.L. (1985) Measuring the involvement construct, Journal of Consumer Research, Vol. 12, pp. 341-352