在網際網路風靡全球之後，企業透過其以虛擬的方式網路購物，不但降低成本，並能提供更多樣化的商品以滿足顧客；而消費者亦能享有在家購物的便利性。因之不同類型的購物網站，透過不同的資訊訴求、廣告策略，期望能獲得網路人口的青睞，創造財富。然而，在網路的虛擬環境中，消費者購物感受到的風險會增加。許多購物網站為了降低消費者感受到的風險，會請專家或購買過產品的人對產品做一評分或評價。本研究即在探討在網際網路購物的不同情境下，消費者對專家和一般大眾的評論意見之廣告訊息信任程度差異。
本研究以實驗室實驗法進行研究，由研究者自行開發實驗產品的網頁，在實驗產品網頁中操弄本研究所探討之各項變數。整個實驗在模擬消費者在面對不同情境下，其對廣告訊息之信任程度差異。研究結果發現：
1、消費者對專家評論之廣告之信任程度較高，對一般大眾評論之廣告信任程度較低。
2、專家隨著意見的一致，其信任程度是降低的。而大眾卻相反，其隨著意見的一致，消費者對其信任程度是提高的。
3、在知識集中度低的領域，消費者對專家和大眾之信任程度是差不多的。而在知識集中度高的領域，對專家的信任程度卻高於大眾。
4、大眾之評論意見，不論意見之一致性，人數增加時，消費者對其之信任程度會增加。而專家之評論情形則不同，意見一致時，人數多，對其信任程度會增加。而意見分歧時，則以人數少之評論信任程度較高。
5、評論人數較多，消費者廣告之信任程度較高。人數較少，消費者廣告之信任程度較低。
6、領域之知識集中度較高的，例如藥物使用，這方面的評論，消費者較信任。而領域之知識集中度低的，例如電影欣賞，這方面的評論消費者之信任程度較低。
7、人數增加的情況下，消費者對大眾之信任程度有提高。而專家在人數增加的情況下，其消費者對其信任程度不增反降。
由本研究所得之結果，提供以下實務上之建議：1、欲提高消費者對廣告之信任，可以多請專家評論，這樣消費者之信任程度較高。2、因此當產品是較具爭議性時，可請專家評論，這樣消費者之信任程度較高。而產品較不具爭議性時，可請一般大眾評論，同樣也可提高消費者對廣告之信任程度。3、知識集中度高的領域，如醫學、法律、會計、汽車修理等要請專家來評論，消費者之信任程度較高。知識集中度低的領域，如電影欣賞、英文學習、購買鮮花等，可以請一般大眾來評論，其消費者之信任程度較高。4、請專家評論時，因人太多對信任程度會降低，再因為成本考量，因此其人數可偏少，一位或兩位是不錯的選擇。而請大眾評論時，因成本低，可以鼓勵大眾買過產品後盡量留言，評論的人數越多，消費者之信任程度會提高。

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