面對龐雜的口碑資訊，為了降低風險，過去研究顯示，消費者會依據文章的品質好壞和訊息來源的可信度，決定是否傳遞、採納口碑訊息。因此，企業紛紛推出各種指標來幫助消費者篩選口碑資訊並作出購買決策。本研究即是希望能釐清各指標對消費者的影響力，以及口碑訊息傳遞的效果是否有所差異。因此，本研究將口碑的評論特性區分為發訊者特性和訊息特性兩個構面，探討其各自對於網路口碑的曝光率和消費者知覺有用性的影響力。此外，本研究加入品牌作為調節變項，進一步探究品牌強度在評論特性對於口碑傳播效果之影響上，是否存在調節效果。本研究以國內知名美妝心得分享平台-UrCosme為口碑來源網站，分別收集SK-II和明洞國際旗下一款面膜產品之網友使用心得，共406篇，並以SmartPLS 2.0統計分析軟體進行迴歸分析。研究結果顯示，訊息特性對於口碑傳播效果具有正向影響，品牌強度在評論特性對於口碑傳播效果的影響上具有調節效果。

According to prior research, to reduce uncertainty arising from the overwhelming number of online reviews, consumers will depend on argument quality and source credibility to decide whether to adopt the information. Therefore, firms launch many kinds of indices to help consumers pick out needed information and to make purchase decisions. This research is aimed at distinguishing the influences of the indices on consumers and to know if there are any different information delivery effects on consumers. Thus, messenger and message factors which are divided from review factors are two dimensions used in this research to study their effects on the online review’s exposure rate and the consumers’ perceived usefulness. In addition, brand strength is added as a moderator to see if it moderates the relationship between review factors and review communication effects. The data was collected from each of the SK-II’s and Mdmmd.’s consumer reviews about mask products from UrCosme, a website famous for offering consumer cosmetics reviews in Taiwan. The total data was 406 and was analyzed via SmartPLS 2.0 software. The results show that message factors positively influence the review communication effect and the moderate effect of brand strength exists.

一、中文參考文獻
1. 鄭慈千 (2013)，「化妝保養品市場新趨勢研究」，臺北城市大學學報，36 : 213-222。
2. Yahoo!奇摩網路行銷 (2013)，「美妝白皮書—網路美妝族消費趨勢」，Available: https://marketing.tw.campaign.yahoo.net/emarketing/contentF4.php?main=A06&sub=B02&tri=&literary=919。
3. 台灣經貿網 (2012)，「全球化妝品產業，新興市場強勢崛起」，Available: http://ssl.taiwantrade.com.tw/CH/bizsearchdetail/6935955/C?keyword0=euromonitor，Retrieved May 26, 2014。
4. NOWnews (2013)，「吸金力強　康是美去年賣出10億元面膜　估今年2位數成長」，Available: http://www.nownews.com/n/2013/05/15/274139，Retrieved May 26, 2014。
5. Insightxplorer (2009)，「網路口碑行銷夯，左右八成網友的消費決策」，Available: http://www.2plusweb.com.tw/blog/proddetail.php?product_id=58，Retrieved May 26, 2014。
6. 資策會 FIND (2008)，「網路購物者對推薦機制的需求大增」，Available: http://www.find.org.tw/find/home.aspx?page=news&id=5138，Retrieved May 26, 2014。
 
二、英文參考文獻
1. Aaker, David A. (1991), Managing Brand Equity, New York, Free Press.
2. Aaker, David A. (1996), “Measuring Brand Equity Across Products and Markets?,” California Management Review, 38, 102-120.
3. Aaker, David A. and Kevin Lane Keller (1990), “Consumer Evaluations of Brand Extensions,” Journal of Marketing, 54 (1), 27-41.
4. Baek, Hyunmi, JoongHo Ahn, and Youngseok Choi (2012), “Helpfulness of Online Consumer Reviews: Readers’ Objectives and Review Cues,” International Journal of Electronic Commerce, 17 (2), 99-126.
5. Bansal, Harvir S. and Peter A. Voyer (2000), “Word-of-mouth Processes within a Services Purchase Decision Context,” Journal of Service Research, 3 (2), 166-177.
6. Belch, George E. and Michael A. Belch (2011), Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th edition. McGraw-Hill, New York, NY.
7. Benedicktus, Ray L., Michael K. Brady, Peter R. Darke, and Clay M. Voorhees (2010), “Conveying Trustworthiness to Online Consumers: Reactions to Consensus, Physical Store Presence, Brand Familiarity, and Generalized Suspicion,” Journal of Retailing, 86 (4), 322-335.
8. Biswas, Dipayan, Abhijit Biswas, and Neel Das (2006), “The Differential Effects of Celebrity and Expert Endorsements on Consumer Risk Perceptions: The Role of Consumer Knowledge, Perceived Congruency, and Product Technology Orientation,” Journal of Advertising, 35, 17-31.
9. Bonner, Sarah E., Artur Hugon, and Beverly R. Walther (2005), “Investor Reaction to Celebrity Analysts: The Case of Earnings Forecast Revisions,” Working paper, [http://ssrn.com/abstract=758510.]
10. Bristor, Julia M. (1990), “Enhanced Explanations of Word of Mouth Communications: The Power of Relationships,” Research in Consumer Behavior, 4, 51-83.
11. Bruyn, Arnaud De and Gary L Lilien (2008), “A Multi-Stage Model of Word-of-mouth Influence through Viral Marketing,” International Journal of Research in Marketing, 25 (3), 151-163.
12. Celsi, Richard L. and Jerry C. Olson (1988), “The Role of Involvement in Attention and Comprehension Processes,” The Journal of Consumer Research, 15 (2), 210-224.
13. Chang, Hsin-Hsin and Li-Hsuan Wu (2013), “An Examination of Negative E-WOM Adoption: Brand Commitment as A Moderator,” Decision Support Systems, 59 (March), 206-218.
14. Chen, Yi-Fen (2008), “Herd Behavior in Purchasing Books Online,” Computers in Human Behavior, 24 (5), 1977-1992.
15. Cheong, Hyuk Jun and Morrison, Margaret A. (2008), “Consumers' Reliance on Product Information and Recommendations Found in UGC,” Journal of Interactive Advertising, 8 (2), 38‐49.
16. Cheung, Christy M. K., Matthew K. O. Lee, and Neil Rabjohn (2008), “The Impact of Electronic Word-Of-Mouth: The Adoption of Online Opinions in Online Customer Communities,” Internet Research, 18, 229-247.
17. Chevalier, Judith A. and Dina Mayzlin (2006), “The Effect of Word of Mouth On Sales: Online Book Reviews,” Journal of Marketing Research, 43 (3), 345-354.
18. Clemons, Eric, Guodong Gao, and Lorin Hitt (2006), “When Online Reviews Meet Hyper Differentiation: A Study of The Craft Beer Industry,” Journal of Management Information Systems, 23 (2), 149-171.
19. Corbitt, Brian J., Theerasak Thanasankit, and Han Yi (2003), “Trust and e-Commerce: A Study of Consumer Perceptions,” Electronic Commerce Research and Applications, 2 (3), 203-215.
20. David, Alicia and Peyton Glore (2010), “The Impact of Design and Aesthetics on Usability, Credibility, and Learning in An Online Environment,” Online Journal of Distance Learning Administration, 13 (4), [http://www.westga.edu/~distance/ojdla/winter134/david_glore134.html].
21. Dhar, Ravi and Itamar Simonson (1992), “The Effect of the Focus of Comparison on Consumer Preferences,” Journal of Marketing Research, 29, 430-440.
22. Dodds, William B., Kent B. Monroe, and Dhruv Grewal (1991), “Effects of Price, Brand, and Store Information on Buyers' Product Evaluations,” Journal of Marketing Research, 28, 307-319.
23. Einwiller, Sabine (2003), “The Significance of Reputation and Brand in Creating Trust between an Online Vendor and Its Customers,” in Trust in the Network Economy, O. Petrovic, M. Fallenbock, and C. Kittl (eds.), Springer-Verlag, Heidelberg, Germany, 113-127.
24. Engel, James F., Roger D. Blackwell, and Robert J. Kegerreis (1969), “How Information Is Used to Adopt an Innovation,” Journal of Advertising Research, 9 (4), 3-8.
25. Erdem, Tulin and Joffre Swait (1998), “Brand Equity as a Signaling Phenomenon,” Journal of Consumer Psychology, 7 (2), 131-157.
26. Farquhar, P. H. and P. M. Herr (1992), “The Dual Structure of Brand Associations,” in Brand Equity and Advertising: Advertising's Role in Building Strong Brands,” Aaker, D. A. and Biel, A. L, eds. Hillsdale, NJ: Lawrence Erlbaum Associates, 263-277.
27. Flanagin, Andrew J. and Miriam J. Metzger (2013), “Trusting Expert- versus User-generated Ratings online: The Role of Information Volume, Valence, and Consumer Characteristics,” Computers in Human Behavior, 29 (4), 1626-1634.
28. Fong, John and Suzan Burton (2006), “Electronic Word-of-Mouth: A Comparison of Stated and Revealed Behavior on Electronic Discussion Boards,” Journal of Interactive Advertising, 6 (2), 61-70.
29. Forman, Chris, Anindya Ghose, and Batia Wiesenfeld (2008), “Examining the Relationship between Reviews and Sales: The Role of Reviewer Identity Disclosure in Electronic Markets,” Information Systems Research, 19 (3), 291-313.
30. Gilly, Mary C., John L. Graham, Mary Finley Wolfinbarger, and Laura J. Yale (1998), “A Dyadic Study of Interpersonal Information Search,” Academy of Marketing Science, 26 (2), 83-100.
31. Goldsmith, Ronald E. and David Horowitz (2006), “Measuring Motivations for Online Opinion Seeking,” Journal of Interactive Advertising, 6 (2), 1-16.
32. Grossman, Lev (2006), “Time's Person of The Year: You,” [http://www.time.com/time/magazine/article/0,9171,1569514,0html] (accessed December 13, 2006).
33. Grover, Rajiv and V. Srinivasan (1992), “Evaluating the Multiple Effects of Retail Promotions on Brand Loyal and Brand Switching Segments,” Journal of Marketing Research, 29 (1), 76-89.
34. Gupta, Pranjal and Judy Harris (2010), “How e-WOM Recommendations Influence Product Consideration and Quality of Choice: A Motivation to Process Information Perspective,” Journal of Business Research, 63 (9-10), 1041-1049.
35. Herr, Paul M., Frank R. Kardes, and John Kim (1991), “Effects of Word-of-mouth and Product-attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective,” Journal of Consumer Research, 17 (4), 454-462.
36. Ho-Dac, Nga N., Stephen J. Carson, and William L. Moore (2013), “The Effects of Positive and Negative Online Customer Reviews: Do Brand Strength and Category Maturity Matter?,” Journal of Marketing, 77 (6), 37-53.
37. Hoeffler, Steve and Kevin Lane Keller (2003), “The Marketing Advantages of Strong Brands,” Journal of Brand Management, 10 (6), 421-445.
38. Hoyer, Wayne D. and Steven P. Brown (1990), “Effects of Brand Awareness on Choice for a Common, Repeat-purchase Product,” Journal of Consumer Research, 17, 141-148.
39. Hu, Nan, Ling Liu, and Jie Jennifer Zhang (2008), “Do Online Reviews Affect Product Sales? The Role of Reviewer Characteristics and Temporal Effects,” Information Technology and Management, 9 (3), 201-214.
40. Huang, Jen-Hung and Yi-Fen Chen (2006), “Herding in Online Product Choice,” Psychology and Marketing, 23 (5), 413-428.
41. Hyejun, Lee, Dong II Lee, Taeho Kim, and Juhyun Lee (2013), “The Moderating Role of Socio-semantic Networks on Online Buzz Diffusion,” Journal of Business Research, 66 (9), 1367-1374.
42. Im, Hyunjoo, Sharron J. Lennon, and Les Stoel (2010), “The Perceptual Fluency Effect on Pleasurable Online Shopping Experience,” Journal of Research in Interactive Marketing, 4 (4), 280-295.
43. Jimenez, Fernando R. and Norma A. Mendoza (2013), “Too Popular to Ignore: The Influence of Online Reviews on Purchase Intentions of Search and Experience Products,” Journal of Interactive Marketing, 27 (3), 226-235.
44. Johnson, Eric J. and J. Edward Russo (1984), “Product Familiarity and Learning New Information,” Journal of Consumer Research, 11 (1), 542-550.
45. Johnson, Thomas J. and Barbara K. Kaye (2004), “Wag the Blog: How Reliance on Traditional Media and the Internet Influence Credibility Perceptions of Weblogs among Blog Users,” Journalism & Mass Communication Quarterly, 81 (3), 622-642
46. Karimov, Farhod P., Malaika Brengman, and Leo Van Hove (2011), “The Effect of Website Design Dimensions on Initial Trust: A Synthesis of the Empirical Literature,” Journal of Electronic Commerce Research, 12 (4), 272-301.
47. Kent, Robert J. and Chris T. Allen (1994), “Competitive Interference Effects in Consumer Memory for Advertising: The Role of Brand Familiarity,” Journal of Marketing, 58 (3), 97-105.
48. Krishnamurthi, Lakshman and S. P. Raj (1991), “An Empirical Analysis of the Relationship between Brand Loyalty and Consumer Price Elasticity,” Marketing Science, 10 (2), 172-183.
49. Laroche, Michel, Chankon Kim, and Lianxi Zhou (1996), “Brand Familiarity and Confidence as Determinants of Purchase Intention: An Empirical Test in a Multiple Brand Context,” Journal of Business Research, 37 (2), 115-120.
50. Lazarsfeld, P. F. and R. K. Merton (1964), “Friendship as Social Process. A Substantive and Methodological Analysis,” in Freedom and control in modern society, Berger, M., Abel T., and Page CH., eds. New York, Octagon, 18-66.
51. Lee, Eun-Ju and Yun-Shin Soo (2013), “When Do Consumers Buy Online Product Reviews? Effects of Review Quality, Product Type, and Reviewer’s Photo,” Computers in Human Behavior, 31 (February), 356-366.
52. Lee, Young-Jin and Yong Tan (2013), “Effects of Different Types of Free Trials and Ratings in Sampling of Consumer Software: An Empirical Study,” Journal of Management Information Systems, 30 (3), 213-246.
53. Lim, Boom C. and Cindy M.Y. Chung (2011), “The Impact of Word-of-mouth Communication on Attribute Evaluation,” Journal of Business Research, 64 (1), 18-23.
54. Lin, Tom M.Y., Pin Luarn, and Yun Kuei Huang (2005), “Effect of Internet Book Reviews on Purchase Intention: A Focus Group Study,” The Journal of Academic Librarianship, 31 (5), 461-468.
55. Lin, Yu-Shan and Jun-Ying Huang (2006), “Internet Blogs as a Tourism Marketing Medium: A Case Study,” Journal of Business Research, 59 (10-11), 1201-1205.
56. Lis, Bettina (2013), “In eWOM We Trust a Framework of Factors that Determine the eWOM Credibility,” Business and Information Systems Engineering, 5 (3), 129-140.
57. Lu, Long-Chuan, Wen-Pin Chang, and Hsiu-Hua Chang (2014), “Consumer Attitudes toward Blogger's Sponsored Recommendations and Purchase Intention: The Effect of Sponsorship Type, Product Type, and Brand Awareness,” Computers in Human Behavior, 34 (May), 258-266.
58. Mandel, Naomi and Eric J. Johnson (2002), “When Web Pages Influence Choice: Effects of Visual Priming on Experts and Novices,” Journal of Consumer Research, 29 (2), 235-245.
59. McGuire, W. (1985), “Attitudes and Attitude Change,” in Handbook of Social Psychology, Gardner L., Elliott A., eds. New York, 233-346.
60. Mitchell, Andrew A. and Jerry C. Olson (1981), “Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?,” Journal of Marketing Research, 18 (3), 318-332.
61. Montgomery, Cynthia A. and Berger Wemerfelt (1992), “Risk Reduction and Umbrella Branding,” Journal of Business, 65 (1), 31-50.
62. Mudambi, Susan M. and David Schuff (2010), “What Makes a Helpful Online Review? A Study of Customer Reviews On Amazon.Com,” MIS Quarterly, 34 (1), 185-200.
63. Murtiasih, Sri, Sucherly, and Hotniar Siringoringo (2013), “How Word of Mouth Influence Brand Equity for Automotive Products in Indonesia,” Social and Behavioral Sciences, 81 (28), 40-44.
64. Naylor, Rebecca Walker, Cait Poynor Lamberton, and David A. Norton (2011), “Seeing Ourselves in Others: Reviewer Ambiguity, Egocentric Anchoring, and Persuasion,” Journal of Marketing Research, 48 (3), 617-631.
65. Ohanian, Roobina (1990), “Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness,” Journal of Advertising, 19 (3), 39-52.
66. Oliver, Richard L. (1997), Satisfaction: A Behavioral Perspective on the Consumer, New York: McGraw-Hill.
67. Pan, Lee-Yun and Jyh-Shen Chiou (2011), “How Much Can You Trust Online Information? Cues for Perceived Trustworthiness of Consumer-generated Online Information,” Journal of Interactive Marketing, 25 (2), 67-74.
68. Petty, R. and J. T. Cacioppo (1986), “Elaboration Likelihood Model,” in Advances in experimental social psychology, L. Berkowitz, eds. San Diego, CA: Academic Press, 123-205.
69. Racherla, Pradeep and Wesley Friske (2012), “Perceived ‘Usefulness’ of Online Consumer Reviews: An Exploratory Investigation across Three Services Categories,” Electronic Commerce Research and Applications, 11 (6), 548-559.
70. Resnick, Paul, Richard Zeckhauser, Eric Friedman, and Ko Kuwabara (2000), “Reputation Systems,” Communications of the ACM, 43 (12), 45-48.
71. Rieh, Soo Young (2002), “Judgment of Information Quality and Cognitive Authority in the Web,” Journal of the American Society for Information Science and Technology, 53 (2), 145-161.
72. Schlosser, Ann E. (2011), “Can Including Pros and Cons Increase the Helpfulness and Persuasiveness of Online Reviews? The Interactive Effects of Ratings and Arguments,” Journal of Consumer Psychology, 21 (3), 226-39.
73. Senecal, Sylvain and Jacques Nantel (2004), “The Influence of Online Product Recommendations on Consumers’ Online Choices,” Journal of Retailing, 80 (2), 159-169.
74. Shelat, Bhiru and Florian N. Egger (2002), “What Makes People Trust Online Gambling Sites?,” Conference on Human Factors in Computing Systems, 852-853.
75. Shiue, Yih-Chearng and Lisa Shih-Hua Li (2013), “Brand Involvement in Retaining Customers Despite Dissatisfaction,” Social Behavior and Personality, 41 (4), 643-650.
76. Smith, Donnavieve, Satya Menon, and K. Sivakumar (2005), “Online Peer and Editorial Recommendations, Trust, and Choice in Virtual Markets,” Journal of Interactive Marketing, 19 (3), 15-37.
77. Smith, S. and J. Wheeler (2002), Managing the Customer Experience: Turning Customers into Advocates, Prentice Hall Financial Times and Pearson Education Ltd., London.
78. Sternthal, Brian, Lynn W. Phillips, and Ruby Dholakia (1978), “The Persuasive Effect of Source Credibility : A Situational Analysis,” Public Opinion Quarterly, 42 (3), 285-314.
79. Sussan, Fiona, Stephen Gould, and Suri Weisfeld-Spolter (2006), “Location, Location, Location: The Relative Roles of Virtual Location, Online Word-of-mouth (eWOM) and Advertising in the New Product Adoption Process,” Advances in Consumer Research, 33 (1), 649-650.
80. Sussman, Stephanie Watts and Wendy Schneier Siegal (2003), “Informational Influence in Organizations: An Integrated Approach to Knowledge Adoption,” Information Systems Research, 14 (1), 47-65.
81. Tidwell, Lisa Collins and Joseph B. Walther (2002), “Computer-mediated Communication Effects on Disclosure, Impressions, and Interpersonal Evaluations: Getting to Know One Another a Bit at a Time,” Human Communication Research, 28 (3), 317-348.
82. Vermeulen, Ivar E. and Daphne Seegers, (2009), “Tried and Tested: The Impact of Online Hotel Reviews on Consumer Consideration,” Tourism Management, 30 (1), 123-127.
83. Wang, Ye Diana and Henry H. Emurian (2005), “An Overview of Online Trust: Concepts, Elements, and Implications,” Computers in Human Behavior, 21 (1), 105-125.
84. Wangenheim, Florian V. and Tomas Bayon (2004), “The Effect of Word-of-mouth on Services Switching: Measurement and Moderating Variables,” European Journal of Marketing, 38 (9/10), 1173-1185.
85. Weiss, Allen M., Nicholas H. Lurie, and Deborah J. MacInnis (2008), “Listening to Strangers: Whose Responses are Valuable, How Valuable are They, and Why?,” Journal of Marketing Research, 45 (4), 425-436.
86. Wernerfelt, Birger (1988), “Umbrella Branding as a Signal of New Product Quality: An Example of Signaling by Posting a Bond,” Rand Journal of Economics, 19 (3), 458-466.
87. Willemsen, Lotte M., Peter C. Neijens, Fred Bronner, and Jan A. de Ridder (2011), “Highly Recommended! The Content Characteristics and Perceived Usefulness of Online Consumer Reviews,” Journal of Computer-mediated Communication, 17 (1), 19-38.
88. Xu, Qian (2014), “Should I Trust Him? The Effects of Reviewer Profile Characteristics on eWOM Credibility,” Computers in Human Behavior, 33 (April), 136-144.
89. Yoo, Boonghee, Naveen Donthu, and Sungho Lee (2000), “An Examination of Selected Marketing Mix Elements and Brand Equity,” Journal of Academy of Marketing Science, 28 (2), 195-211.
90. Zaichkowsky, Judith Lynne (1985), “Measuring the Involvement Construct,” The Journal of Consumer Research, 12 (3), 341-352.
91. Zeithaml, Valarie A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-end Model and Synthesis of Evidence,” Journal of Marketing, 52 (July), 2-22.
92. Zhang, Wei and Stephanie A. Watts (2008), “Capitalizing on Content: Information Adoption in Two Online Communities,” Journal of the Association for Information Systems, 9 (2), 73-94.
93. Zhu, Feng and Xiaoquan Michael Zhang (2010), “Impact of Online Consumer Reviews on Sales: The Moderating Role of Product and Consumer Characteristics,” Journal of Marketing, 74 (2), 133-148.