不少人購物前會先上網搜尋其他消費者所提供的產品資訊與消費體驗；企業也開始認真重視網路口碑對消費者購買意願的重大影響力。由於網路口碑具有匿名性，企業為了隱藏其濃厚商業動機，常常雇用寫手化身為消費者在網路上散佈產品評價或分享試用心得，來達成口碑行銷。利用寫手操作網路口碑的新聞時有所聞，有研究指出當寫手被揭露之後，會對企業辛苦營造出的品牌形象造成不利的傷害。然而，為何企業仍前仆後繼，不斷地雇用寫手，操作虛假的網路口碑呢？
本研究探討此議題，主要從兩個角度切入。首先討論口碑訊息是否影響消費者對產品的消費體驗。消費者對產品的體驗並非只在消費的當下才形成，事實上，消費前的訊息鋪陳也是影響消費體驗的重要因素。例如，有力的「說菜」讓品嘗佳餚的體驗更深刻。因此，消費者雖然很有可能因廠商操作寫手而感到反感，但其消費體驗因為發生在寫手被揭露之前，故產品體驗較佳。
第二，社群時代消費者喜歡分享，若消費者曾經公開分享對產品的美好體驗，則很有可能會對自己的言論產生承諾，進而提高對產品的評價。由於消費者很難區分其購買行為是否受到寫手影響，一旦消費者購買後使用覺得很滿意，也公開分享了個人對產品的正面訊息，當寫手文被揭露之後，企業欺騙消費者的行銷手法與個人對產品的正面評價產生衝突，消費者將選擇放棄購買，還是會繼續支持產品，是值得被研究討論的地方。
本研究將透過兩個實驗探討以下問題：(1) 實驗1研究「網路寫手口碑」是否影響消費者的產品體驗，進而影響其對產品的評價、產品態度與購買意圖； (2) 實驗2討論當寫手資訊遭揭露時，消費者是否會因為先前擁有過產品體驗、擁有過公開發表行為或是同時擁有產品體驗與公開發表行為，進而減緩揭露後所帶來的負面衝擊。本研究最後建議企業在執行口碑時須以誠信，不欺騙為原則，並在使用網路寫手時，可透過產品試用和鼓勵發表行為緩衝消費者發現揭露後對品牌產生的負面評價。

Companies have begun to take electronic Word-of-Mouth seriously as the major influence to the purchase intention of the consumers. In order to hide their strong motivation of business, companies hire paid posters to transfer the product reviews or share the using experience as customers to achieve the purpose of wom marketing. Once such behavior was revealed, the consumers found they were been deceived.The brand attitude they own would easily from positive to negative, and could damage the brand image which companies take a lot of effort to create.
However, in addition to eWOM as an important basis, when consumers have the real experience by using the products or have commented publicly after experiencing the product before purchasing, it is hard for us to distinguish whether their purchase intentions are affected by paid posters or not. Consumers would have affective commitment of product if they have had the experience of using before purchasing then feel satisfied with the product and give some positive comments publicly after purchasing. Therefore, when paid poster has been disclosed, and because of the marketing way companies use to cheat the consumers and the positive reviews to product by individual would conflict with each other. Whether consumers will choose to give up purchasing or continue supporting the products is worthy to be discussed.
Two experiments through this study explore the following questions：(1) Whether eWOM would affect products reviews, product attitude and purchase intention under the situation of unknowing of paid poster; (2) When the information behind the scenes of paid poster has been disclosed, whether the consumers would slow down the impact of reduced product reviews, product attitude and purchase intention after disclosure due to previously product experience and comment behavior.
The study suggests that companies should take honesty as their main principle. If companies can’t avoid using the paid poster, giving consumers some free trials and encouraging the behavior of publishing positive comments publicly are good ways for increase the consumer’s positive attitude.

中文部分
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