本研究以網路口碑作為研究核心，探討網路匿名性與關係品質（滿意與信任）對 正面與負面網路口碑形成之影響。另外，在網路消費者傳播口碑的過程中，可能受到 消費者個人特質與企業活動的影響，因此本研究將網路消費者的網路涉入程度與企業 對虚擬社群的管理視為干擾變項，探討此兩項因素對此正面或負面口碑形成之影響。 本研究針對線上遊戲網路使用者進行抽樣調查，經實證結果發現：⑴網購消費者對賣 方的滿意與信任能有效激勵這群顧客在網路上散播企業的正面口碑；⑵找出網路涉入 程度高的顧客，亦即市場行家，能強化賣方的網路正面口碑；⑶在網購顧客不滿意的 情況下，網路的匿名性會引導顧客在網路上散播企業的負面網路口碑；⑷企業應制訂 危機處理策略並有效地執行之，才能真正降低負面網路口碑。本文並於最後提出研究 意涵與後續研究的方向。

This paper focuses on eWOM (Word of Mouse or Word of Mouth online) and investigates two influential factors - anonymity and online seller-buyer relationship quality - for the formation of both ’positive’ and ’negative’ eWOMs. Consumers, eWOM formation may vaiy due to online consumers' diversity (different levels of online involvement) and e-tailerfs ways of doing business and thus this paper also considers these two factors' influences on consumers' eWOM formation process. Using consumers' online involvement and e-tailer's style of managing virtual community as two moderators, this study concludes that (^satisfaction with and trust in e-tailers incite consumers to form and spread positive eWOM; (2) market mavens, i.e. highly involved Internet users, can help strengthen positive eWOM, (3) the anonymity of Internet will induce dis-satisfied consumers to spread negative eWOM, (4) e-tailers should have effective strategy for crisis management to minimize the damage caused by negative eWOM may it appear.