口碑資訊於消費者購買決策的制定上常佔有舉足輕重的影
響力，不僅常被視為是最重要的資訊來源，且較其他資訊
來源具有更強的說服力。然而，網際網路的出現與發展，
不僅顛覆了過去的傳統商業經營模式，也使得消費者搜尋
產品相關資訊的方法發生改變，且對於影響消費者購買決
策深遠的口碑溝通也提供一種全新的途徑。在傳統口碑文
獻中，一些變數如口碑資訊搜尋程度、訊息來源的相似性
、聯繫強度、知覺風險與產品的偏好異質性，對於口碑說
服效果的影響已被大多數的研究所證實，但在網際網路的
背景之下，其間關係仍有待進一步釐清與驗證。
因此，本研究以Bansal & Voyer（2000）所提出的傳統口
碑程序模型為基礎，將其延伸至網際網路的背景之下，探
討非人際關係力量（接收者的專業程度、接收者的知覺風
險、傳遞者的專業程度）、人際關係力量（傳遞者與接收
者間的聯繫強度、接收者的網路口碑搜尋程度），以及人
際關係力量與非人際關係力量間的互動效果，對網路口碑
接收者購買決策的影響。
本研究以網際網路使用者為研究對象，同時透過實體問卷
與網路問卷的方式進行，共回收235份問卷，而有效問卷
計有187 份。於模型驗證部份，本研究係以LISREL來分析
其路徑關係並進行模型配適度的檢驗，得到的實證結果如
下：
1.網路口碑搜尋程度對於網路口碑說服效果具有正向的影
響效果。
2.網路口碑傳遞者與接收者間的聯繫強度對於網路口碑說
服效果具有正向的影響，但對於網路口碑搜尋程度並無顯
著的影響。
3.傳遞者專業程度對於網路口碑說服效果存在顯著的正向
影響效果，且會透過網路口碑搜尋程度間接影響網路口碑
的說服效果。
4.接收者專業程度對於網路口碑搜尋程度、知覺風險與網
路口碑說服效果皆具有負向的影響，且會透過會透過網路
口碑搜尋程度間接影響網路口碑的說服效果。

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