本篇研究將探討認知風險與關係強度對於口碑推薦的影響。過去文獻已經指出消費者會將口碑當做購買決策的重要依據。因此，多數消費者在選擇購買產品之前都會搜尋口碑，不論是詢問自己的親朋好友或是在網路上搜尋口碑。而推薦者在推薦口碑時，會受到相當多的因素所影響。本研究想了解口碑推薦者是否會因產品認知風險不同或彼此親疏程度不同而有不同的口碑推薦，為使推薦者做出正確的口碑推薦，故選擇能讓推薦者了解詢問者需求的詢問後推薦口碑情境。過去的口碑研究中，對於產品認知風險與口碑搜尋已經有了深入的探討，然而對於認知風險與口碑散佈的相關研究就較為稀少。
研究結果發現，口碑推薦者對不同型態的認知風險有截然不同的反應，當產品的期望績效風險越高時，推薦者比較不願意提供較深入的推薦建議。然而，當產品的社會心理風險較高時，推薦者反而會做出較為深入的口碑推薦。上述關係在詢問者為好友的情況下更為明顯，但若詢問者為網友時，則推薦者的口碑推薦與認知風險的關係就不為顯著。

This study will explore perceived risk and social tie of word of mouth recommendation. Previous studies have pointed out that consumers will be word of mouth as an important basis for purchasing decisions. Thus, most consumers will choose to buy product before the search word of mouth, either ask your friends and family or search the Internet word of mouth. The recommendation in the recommended word of mouth, they will receive a considerable number of factors. This study would like to know whether word of mouth because of perceived risk of different products or different levels of intimacy with each other and have different word of mouth. In order to make the right recommendation by word of mouth, so choose can make recommendations to understand the needs of inquiry, inquirer Recommended reputation situation. Study of the past reputation, perceived risk and reputation for product search already has in-depth discussion, however, the risk for cognitive research and word of mouth to spread more scarce.
The results showed that word of mouth are the different types of perceived risk have very different reactions. When the product with higher expected performance risk, the recommendations were more reluctant to provide more in-depth recommendations. However, when the product with higher psycjosocial risk, recommended by word of mouth will make more in-depth recommendation. The relations in the Enquirer as a friend more obvious case, but if the Enquirer for the users, then recommended by word of mouth recommendation and the relationship between perceived risks is not as significant.

Aggarwal, Praveen, and Tridib Mazumdar (2008), “Decision Delegation:A Conceptualization andEmpirical Investigation,” Psychology & Marketing, 25 (1), 71-93.
Anderson, Eugene W. (1998), “Customer Satisfaction and Word of Mouth,” Journal of Service Research, 1 (1), 5-17.
Arndt, Johan (1967), “Role of Product-Related Conversations in the Diffusion of a New Product,” Journal of Marketing Research, 4 (3), 291-295.
Arnthorsson, Arni, Wendall E. Berry, and Joel E. Urbany (1991), “Difficulty of Pre-Purchase Quality Inspection: Conceptualization and Measurement,” Advances in Consumer Research, 18 (1), 217-224.
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.
Bauer, Raymond A. (1960), “Consumer behavior as risk taking,” Dynamic marketing for a changing world, Chicago: American Marketing Association, 389-398.
Bone, Paula Fitzgerald (1992), “Determinants of word-of-mouth communications during product consumption,” Advances in Consumer Research, 19 (1), 579-583.
Bristor, Julia M. (1990), “Enhanced Explanations of Word of Mouth Communications: The Power of Relationships,” Research in Consumer Behavior, 4, 51-83.
Brown, Jacqueline Johnson, and Peter H. Reingen (1987), “Social Ties and Word-of-Mouth Referral Behavior,” The Journal of Consumer Research, 14 (3), 350-362.
Day, George S. (1971), “Attitude change, media and word of mouth,” Journal of Advertising Research, 11 (6), 31-40.
Derbaix, Christian, and Joelle Vanhamme (2003), “Inducing word-of-mouth by eliciting surprise – a pilot investigation,” Journal of Economic Psychology, 24 (1), 99-116.
Dholakia, Utpal M. (2001), “A motivational process model of product involvement and consumer risk perception,” European Journal of Marketing, 35 (11/12), 1340-1360.
Duhan, Dale F., Scott D. Johnson, James B. Wilcox, and Gilbert D. Harrell (1997), “Influences on Consumer Use of Word-of-Mouth Recommendation Sources,” Journal of the Academy of Marketing Science, 25 (4), 283-295.
Feick, Lawrence F., and Linda L. Price (1987), “The Market Maven: A Diffuser of Marketplace Information,” Journal of Marketing, 51 (1), 83-97.
Frenzen, Jonathan K., and Harry L. Davis (1990), “Purchasing Behavior in Embedded Markets,” Journal of Consumer Research, 17 (1), 1-12.
Harrison-Walker, L. Jean (2001), “The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment As Potential Antecedents,” Journal of Service Research, 4 (2), 60-75.
Hennig-Thurau, Thorsten, Kevin P. Gwinner, and Dwayne D. Gremler (2004), “Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? ,” Journal of Interactive Marketing, 18 (1), 38-52.
Hoffman, Donna L. and Thomas P. Novak (1996), “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal of Marketing, 60 (3), 50-68.
Jacoby, J. and L. B. Kaplan (1972), “The Components of Perceived Risk,” Proceedings 3rd Annual Conference Association for Consumer Research, 382-393.
Katz, E., & Lazarsfeld, P. (1955), Personal influence: The part played by people in the flow of mass communications. New York : Free Press.
Lin, Tom M. Y. and Cheng-Hsi Fang (2006), “The Effects of Perceived Risk on The Word-of-Mouth Communication Dyad,” Social Behavior and Personality, 34 (10), 1207-1216.
Liu, Yong (2006), “Word of mouth for movies: Its dynamics and impact on box office revenue,” Journal of Marketing, 70 (3), 74-89.
Mattila, Anna (2001), “The impact of product category risk on service satisfaction evaluations,” International Journal of Hospitality Management, 20 (1), 29-43.
Mazzarol, Tim, Jillian C. Sweeney, and Geoffrey N. Soutar (2007), “Conceptualizing word-of-mouth activity, triggers and conditions: an exploratory study,” European Journal of Marketing, 41 (11/12), 1475-1494.
Mitchell, Vincent-Wayne (1999), “Consumer perceived risk: conceptualisations and models,” European Journal of Marketing, 33 (1/2), 163-195.
Murray, Keith B. (1991), “A Test of Services Marketing Theory: Consumer Information Acquisition Activities,” Journal of Marketing, 55 (1), 10-25.
Peter, J. Paul, and Lawrence X. Tarpey, Sr. (1975), “A Comparative Analysis of Three Consumer Decision Strategies,” The Journal of Consumer Research, 2 (1), 29-37.
Richins, Marsha L. (1983), “ Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study,” Journal of Marketing, 47 (1), 68-78.
Sundaram, D.S., Kaushik Mitra, and Cynthia Webster (1998), “Word- of-Mouth Communications: A Motivational Analysis,” Advances in Consumer Research, 25 (1), 527-531.
Zeithaml, Valarie A. (1981), “How consumer evaluation processes differ between goods and services,” Marketing of Services, J. Donnelly and W. George, eds., Chicago: American Marketing, 186-190.