隨著網際網路發達，人與人除了當面互動溝通之口碑傳播外，可透過以網路為傳播媒介之電子口碑，藉由多元之形式接收或散佈消費訊息與體驗。電子口碑之流通度和影響力雖廣，但因網路之匿名特性，故發佈者之專業程度、各產品之正負面評價是否誠信上傳、或是背後是否涉及商業運作等皆令人存疑，以及消費者本身對於觀光產品的產品涉入程度，是否會影響購買意圖，亦或是干擾消費者電子口碑訊息來源可信度對購買意圖之影響，故引發深究之動機，加上旅遊產品之組合變化性高，應用於觀光旅遊之服務性產品選擇時，相關實證則較為不足，益發值得探討。
本研究設計結構化問卷，選定國際性的旅遊評論網TripAdvisor繁體中文版網站為研究範圍，採用便利取樣法，線上調查瀏覽該平臺發佈之經驗分享意見以進行旅遊規劃與消費決策者。研究結果顯示，電子口碑訊息來源可信度與產品涉入皆對旅遊產品購買意圖之影響力顯著；電子口碑訊息來源可信度之見聞廣博與誠實越高，以及產品涉入之象徵價值與愉悅越高，越能有效預測消費者的選購意願；而產品涉入對電子口碑訊息來源可信度對旅遊產品購買意圖之影響則未達干擾效果。
The consumers can search for information and spread their experiences as eWOM messages via diverse forms. However, the variability of tourism product mix is comparatively higher than physical products. It emphasizes the importance of studying the source credibility of eWOM in tourism. Moreover, the level of products involvement on tourism destinations or related service products are less selected in exploring this topic. This study attempts to analyze the influence of eWOM source credibility and the consumer’ product involvement on purchase intention of travel products. The results indicated that people’s purchase intention of tourism products was affected significantly by product involvement and source credibility of eWOM. The informativeness and integrity of eWOM information were effective aspects in predicting the consumers’ intention. Sign value and pleasure of product involvement could predict consumers’ purchase intention effectively. The interfering effect of product involvement with the influence of eWOM source credibility on the purchase intention of tourism products was not significant.
