本研究主要是探討網路負面口碑訊息的負面效果以及其對於消費者轉換行為之影響，其中網路負面口碑 (electronic negative word-of-mouth) 指的是在網際網路為基礎的消費者意見平台上，消費者透過網際網路分享他們對於商品或服務不滿意的想法及意見，並建議他人不要購買或使用此項産品、服務之過程。
近年來網際網路的蓬勃發展，讓消費者搜尋與得知產品資訊的方式改變，消費者目前已可不受任何時間與空間上的限制，自由地透過網路上的各種方式如：電子郵件、線上論壇、電子佈告欄 (BBS) 、線上討論區、聊天室等，得知或查詢更多有關於產品的相關資訊。也由於這樣的關係，當不滿意的消費者在網路上散佈一則網路負面口碑之後，能夠知道此一負面訊息的，就不只是身邊的親朋好友，而是任何可以透過網路看到此訊息的網友們。
有別於傳統口碑和消費者轉換行為之研究，本研究針對「網路負面口碑訊息」對於「消費者轉換行為」之影響，並且加入「轉換成本」做為干擾變數，加以探討是否會對網路負面口碑訊息所造成的負面效果產生干擾作用。其中又以「網路負面口碑訊息強度」、「傳播者專業程度」及「關係強度」當作網路負面口碑訊息的三構面來探討之。
在研究方法上，本研究以網際網路使用者為研究對象，並選擇次世代電玩主機作為問卷填答產品，同時透過網路問卷的方式進行。在模型驗證部分以階層迴歸來分析主效果與干擾效果對於消費者轉換行為之影響。
根據本研究之實證分析，將結果歸納如下：
1.網路負面口碑訊息強度、訊息傳播者專業程度以及關係強度對於消費者轉換行為均有顯著影響
2.轉換成本會減弱「關係強度」與「網路負面口碑訊息對消費者轉換行為之影響」兩者間的關係

This research is to investigate electronic negative word-of-mouth and the influence on consumer switching behavior. Electronic negative word-of-mouth is that through web-based consumer opinion platforms, customers can share their opinions on, and dissatisfied experiences with, goods or services with a multitude of other consumers and suggest others not to purchase this goods or services.
This research is to discuss the impact of the strength of electronic negative word-of-mouth, the disseminator’s expertise and the strength of relationship on consumer switching behavior, and this study also discusses how swatching cost play as a moderator on the negative effect.
On the research approach, this research regards internet network user as the research object, and choose the next-generation video game consoles to fill out and answer the products as the questionnaire. The analysis used hierarchical regression analysis to analyze variables influence on consumer switching behavior in the model.
The results reveal that the strength of electronic negative word-of-mouth, the disseminator’s expertise and the strength of relationship would affect the consumer switching behavior. Swatching cost will weaken the strength of relationship impact on consumer switching behavior.

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三、網站資料與網路文獻
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