本研究以實驗室實驗法，探討網路論壇環境中線上產品評論所形成的線上口碑，對消費者購買意圖之影響。透過操控資訊提供者的文章與個人評價，來瞭解資訊搜尋者如何經由感受可靠度與專業度影響其購買意圖。實驗對象主要為18〜24歲具網路論壇瀏覽經驗者，共獲得有效受測資料241份。研究結果發現：（1）資訊提供者的個人評價會正向顯著影響㈾訊搜尋者的感受可靠度及專業度；而文章評價僅對資訊搜尋者的感受專業度產生影響；（2）資訊搜尋者的感受可靠度或專業度愈高，則購買意圖就會愈高；（3）若㈾訊搜尋者為低信任傾向者，則文章評價愈高，其感受可靠度也會愈高；（4）在個人評價的影響上，低涉入程度資訊搜尋者的感受專業度會大於高涉入程度者。

This study investigates the impact of online word-of-mouth on the consumer
purchase intention. A 2 (personal review) × 2 (content review) factorial laboratory experiments was conducted with 241 participants. There are four main results. (1) The online reputation mechanisms positively affects consumers’ perceived of trustworthiness and expertise; (2) the more trustworthiness and expertise lead to higher purchase intention. Besides, one’s disposition to trust and product involvement play moderating roles. (3) Under a low disposition to trust condition, the high content review leads to the same level of trustworthy; (4) under a high personal review condition, low product involvement more perceived of expertise than high product involvement did.