現今，人們經常將電子口碑(eWOM)做為消費前的參考意見，eWOM在旅館住宿相關行業中具有重要的影響；然而，針對一般商務旅館(經濟型旅館)，相關研究仍付之闕如。本研究以在近六個月內曾住宿過商務旅館的顧客為研究對象，探討旅館住宿體驗與正向電子口碑動機之關係。共計發出 520 份問卷，回收有效問卷為 459 份(回收率為88%)。運用之資料統計分析方法包括敘述性統計、信度分析、變異數分析、獨立樣本t檢定、結構方程模式、群組比較等方法。研究結果發現，在旅館住宿體驗中的服務品質與氛圍對正向電子口碑皆有顯著正向影響，住宿品質對正向電子口碑不具顯著正向影響，並檢視不同族群間的差異。最後，提出對商務旅館經營管理的具體建議及未來的研究方向。

Nowadays, people usually take electronic Word of Mouth (eWOM) as reference before consumption. eWOM has signigficant impact in lodging industry; however, focused on economic hotels, the relative research was still insufficient. In this research, the customers who have ever stayed in business hotels in the past six months were taken as objects to explore the relationship between hotel accommodation experience and positive eWOM motivation. A total of 520 questionnaires were sent out and 459 were valid (response rate was 88%). The methods of data analysis used included descriptive statistics, reliability analysis, variance analysis, independent t-test, structural equation modeling and cluster comparison. The findings of this study showed that the service quality and atmosphere in economic hotels had significantly positive impact on eWOM, the accommodation quality didn’t have significantly positive impact on eWOM. And, the differentiation among different groups were examined. Finally, several concreate sugesstions were proposed for economic hotel operators and managers in this research, and, the direction for the research in the future was provided.