本研究探討在現代資訊多元化的環境中，資訊來源之信任與資訊品質對購買傾向的影響力，同時試圖研究消費者之涉入程度是否會在資訊來源信任與資訊品質對購買傾向的影響產生調節作用。
本研究採用相關分析及迴歸分析驗證變數間的相關性，並透過階層迴歸分析驗證涉入程度的調節效果。本研究有三項主要發現：（1）對資訊來源信任會正向影響消費者的購買傾向；（2）資訊品質會正向影響消費者的購買傾向；（3）當資訊來源為網路來源或行銷控制來源時，涉入在資訊來源信任對消費者購買傾向的影響中有正向的調節效果，而在資訊品質對消費者購買傾向的影響中有負向的調節效果。

This research is focusing on how the consumers will trust the information and how good the quality of information is from various information sources buying the smartphone product in this modern, fast-developed society. We would like to know how they will impact on the purchasing intentions. Simultaneously, we also try to analyze whether the levels of involvement has moderating effects among the trust in information ,the quality of information, and consumers’ purchasing intentions.

This research takes correlation analysis, regression, and hierarchical regression to verify the relation and moderating effect of variables. This research produce three major finding: (1) the trust of information sources has a positive effect in consumers’ purchasing intention, (2) the quality of information from information sources has a positive effect on consumers’ purchasing intention, and (3) involvement has a positive moderating effect between trust of information source and consumers’ purchasing intention ,but involvement has a negative moderating effect between inflation quality and consumers’ purchasing intention when the information source is netizen or clerk.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Anderson, E., & Weitz, B. (1989). Determinants of continuity in conventional industrial channel dyads. Marketing Science, 8(4), 310-323.
Anderson, J. C., & Narus, J. A. (1990). A model of distributor firm and manufacturer firm working partnerships. Journal of Marketing, 54(1), 42. doi: 10.2307/1252172
Bagozzi, R. P., Baumgartne, J., & Yi, Y. (1989). An investigation into the role of intentions as mediators of the attitude–behavior relationship. Journal of Economic Psychology, 10, 35-62.
Bailey, J. E., & Pearson, S. W. (1983). Development of a tool for measuring and analyzing computer user satisfaction. Management Science, 29, 530-545.
Bauer, H. H., Grether, M., & Leach, M. (2002). Building customer relations over the Internet. Industrial Marketing Management, 31(2), 155-163. doi: 10.1016/s0019-8501(01)00186-9
Bitta, A. J. D., Monroe, K. B., & McGinnis, J. M. (1981). Consumer perceptions of comparative price advertisements. Journal of Marketing Research, 18(4), 416-427.
Chen, M.-F. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits. Food Quality and Preference, 18(7), 1008-1021. doi: 10.1016/j.foodqual.2007.04.004
Choubtarash, N., Mahdieh, O., & Marnani, A. B. (2013). The study of the relationship between consumer involvement and purchase decision (Case study: Cell phone). Interdisciplinary Journal of Contemporary Research In Business, 4(12), 276-296.
Das, T. K. (1998). Between trust and control: developing confidence in partner cooperation in alliances. Academy of Management Review, 23(3), 491-512. doi: 10.5465/amr.1998.926623
Delgado‐Ballester, E., & Luis Munuera‐Alemán, J. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258. doi: 10.1108/eum0000000006475
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307. doi: 10.2307/3172866
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35. doi: 10.2307/1251829
Eppler, M., & Muenzenmayer, P. (2002). Measuring information quality in the web context- A survey of state-of-the-art instruments and an application methodology. Proceedings of 7th International Conference on Information Quality, 187-196.
Ganesan, S., & Hess, R. (1997). Dimensions and levels of trust: Implications for commitment to a relationship. Marketing letters, 8(4), 439-448.
Grewal, D., Monroe, K. B., & Krishnan, R. (1998). The effects of price-comparison advertising on buyers' perceptions of acquisition value, transaction value, and behavioral intentions. Journal of Marketing, 62(2), 46. doi: 10.2307/1252160
Gundlach, G. T., Achrol, R. S., & Mentzer, J. T. (1995). The structure of commitment in exchange. Journal of Marketing, 59(1), 78. doi: 10.2307/1252016
Heijden, H. v. d., Verhagen, T., & Creemers, M. (2003). Understanding online purchase intentions- contributions from technology and trust perspectives. European Journal of Information Systems, 12, 41-48. doi: 10.1057/
Jacoby, J. (1984). Perspectives on information overload. Journal of Consumer Research, 10(4), 432. doi: 10.1086/208981
Jacoby, J., Speller, D. E., & Kohn, C. A. (1974). Brand choice behavior as a function of information load. Journal of Marketing Research, 11(1), 63. doi: 10.2307/3150994
Johnson, B. T., & Eagly, A. H. (1989). Effects of involvement on persuasion: A meta-analysis. Psychological Bulletin, 106(2), 290-314.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564. doi: 10.1016/j.dss.2007.07.001
Krugman, H. E. (1965). The Impact of Television Advertising: Learning Without Involvement. The Public Opinion Quarterly, 29(3), 349-356.
Lewis, J. D., & Weigert, A. (1985). Trust as a Social Reality. Social Forces, 63(4), 967-985.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An Integrative model of organizational trust. The Academy of Management Review, 20(3), 709. doi: 10.2307/258792
McKinney, V., Yoon, K., & Zahedi, F. M. (2002). The Measurement of web-customer satisfaction: An expectation and disconfirmation approach. Information Systems Research, 13(3), 296-315. doi: 10.1287/isre.13.3.296.76
McKnight, D. H., & Chervany, N. L. (2001). What trust means in e-commerce customer relationships: An interdisciplinary conceptual typology. International Journal of Electronic Commerce, 6(2), 35-59.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. Journal of Strategic Information Systems, 11(3-4), 297-323.
Mitchell, A. A. (1981). The dimensions of advertising involvement. Association for Consumer Research, 8, 25-30.
Mookerjee, A. (2001). A study of the influence of source characteristics and product importance on consumer word of mouth based on personal sources. Global Business Review, 2(2), 177-193.
Moorman, C., Deshpandé, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101.
Mullet, G. M., & Karson, M. J. (1985). Analysis of purchase intent scales weighted by probability of actual purchase. Journal of Marketing Research, 22(1), 93-96.
Negash, S., Ryan, T., & Igbaria, M. (2003). Quality and effectiveness in Web-based customer support systems. Information & Management, 40(8), 757-768. doi: 10.1016/s0378-7206(02)00101-5
Oliver, K., Wilkinson, G., & Benet, L. (1997). Evaluating the quality of internet information sources (pp. 9).
Park, D.-H., Lee, J., & Han, I. (2007). The effect of on-line consumer reviews on consumer purchasing intention: The moderating role of involvement. International Journal of Electronic Commerce, 11(4), 125-148. doi: 10.2753/jec1086-4415110405
Petty, R. E., & Cacioppo, J. T. (1984). The effects of involvement on response to argument quantity and quality: Central and peripheral routes to persuasion. Journal of Personality and Social Psychology, 46(1), 69-81.
Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123-205. doi: 10.1016/s0065-2601(08)60214-2
Petty, R. E., Cacioppo, J. T., & Schumann, D. (1983). Central and peripheral routes to advertising effectiveness: The moderating role of involvement. Journal of Consumer Research, 10, 135-146.
Schoorman, F. D., Mayer, R. C., & Davis, J. H. (2007). An integrative model of organizational trust: Past, present, and future. Academy of Management Review, 32(2), 344-354.
Shapiro, D. L., Sheppard, B. H., & Cheraskin, L. (1992). Business on a Handshake. Negotiation Journal, 8(4), 365-377.
Sherif, M., & Cantril, H. (1947). The psychology of ego-involvements: social attitudes & identifications. New York: J. Wiley.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37. doi: 10.1509/jmkg.66.1.15.18449
Slama, M. E., & Tashchian, A. (1985). Selected socioeconomic and demographic characteristics associated with purchasing involvement. Journal of Marketing, 49(1), 72-82.
Srinivasan, A. (1985). Alternative measures of systems effectiveness: Associations and implications. MIS Quarterly, Vol. 9, 243-253.
Wong, A., & Sohal, A. (2002). An examination of the relationship between trust, commitment and relationship quality. International Journal of Retail & Distribution Management, 30(1), 34-50. doi: 10.1108/09590550210415248
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352. doi: 10.1086/208520
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value- A means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.