實體口碑對消費者的影響力已受學界、實務界所肯定，而網際網路興起後，透過網路傳遞的網路口碑，藉著網路「快速」及「多元呈現方式」等特性，對消費者影響力更大，但相關研究卻是相當缺乏的。
在網路口碑眾多傳播形式中，以「網路論壇」最受消費者青睞，而使用者也是最多的，本研究欲利用期望理論（prospect theory）探討正負網路論壇留言對消費者的影響程度是否具有不對稱性，並根據推敲可能模式（ELM）探討消費者不同上網目的是否會干擾同一留言對消費者的影響。
研究結果發現，正、負網路論壇留言對消費者影響具有不對稱性，也就是負面留言對消費者影響較大，正面留言影響較小；而不同上網目的之干擾效果並不顯著。
研究結果建議，廠商應持續注意網路論壇負面留言，並應持續培養意見領袖，及時澄清網路不實謠言或負面留言。

With the rise of the internet, consumers share and obtain electronic word of mouth, the comments and opinions from other experienced customers via internet, fast and effectively. Relative research articles have suggested that online word of mouth influences consumers strongly. Online forum is a popular media which customers obtain online word of mouth. This research investigates the asymmetric effect of positive and negative electronic word of mouth based on the prospect theory, and investigates the moderating effect of processing goals based on the Elaboration Likelihood Model (ELM). The results illustrate that the asymmetric effect exists also in the virtual world, which means that the negative electronic word of mouth influences consumers much more that positive ones. No significant moderating effect found.

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