隨著電子商務興起，資訊也在快速更新，消費者在選購品牌商品前，已習慣先到品牌官網上觀看商品資訊或其他電商平台(例：蝦皮、MOMO等)觀看其他已消費過的消費者在評論區所撰寫的購買經驗及使用心得，或在留言區留下在通路中購物的經驗。過去研究都以奢侈品牌傳遞正向資訊及正向評論吸引消費族群，且提高對品牌的喜愛程度和願意到品牌進行購物的行為等。然而，消費者除了知道商品與品牌正向資訊之外，也想了解產品的負面資訊。因此，為了補足上述的研究缺口，本研究目的在探討負面事件對消費者的品牌依附及品牌信任，是否進而會影響消費者對品牌產生轉換行為，並透過問卷調查方式進行研究，以23-50歲的受測族群為主要研究對象，有效回收問卷225份，採用結構方程式分析得出以下結果：負面資訊有用性對奢侈品牌依附性和品牌信任具有負向影響；奢侈品牌依附性及品牌信任對品牌轉換行為具有負向影響；負面經驗相似性在負面資訊有用性對品牌依附性上具有調節效果；而品牌依附性及信任度同樣具有中介效果。

With the rise of e-commerce, information is also rapidly updated. Modern consumers are accustomed to viewing product information on the brand's official website or other ecommerce platforms (for example: Shopee, MOMO, etc.) before purchasing a brand or brand product. Watch the purchase experience and usage experience written by other consumers who have consumed it in the comment area, or leave the experience of shopping in the physical channel in the message area. Past studies have used luxury brands to transmit positive information and comments to attract consumer groups, and to increase their love for the brand and their willingness to shop at the brand. However, in addition to knowing the positive information about products and brands, consumers also want to know the negative information about products. Therefore, in order to fill the research gaps, this research purpose explored whether negative events affect consumers' brand attachment and brand trust, and whether consumers will switch to another brand. This research used the questionnaire survey method to conduct research, taking the 23-50-year-old test group as the main research object, collected 225 valid questionnaires, and used the structural equation model to analyzed the data. This research results were showed as follows: negative information usefulness had negative influence on luxury brand attachment and brand trust; luxury brand attachment and brand trust had negative influence on brand switching behavior ; negative experience similarity had moderation effect on negative information usefulness to luxury brands attachment; finally, the brand attachment and brand trust also had mediating effects.