資訊科技的快速發展，使得線上使用者在資訊取得上擁有極大的便利性。網路口碑遂成為業界與學界欲進一步深入探討的一大領域。本研究之目的即是在探討如何在線上環境中傳達有效的口碑資訊。本研究運用推敲可能模式將商品區分為高涉入商品與低涉入商品，分別探討其透過理性口碑訴求與感性口碑訴求對口碑效果（產品評估與購買意願）之影響。本研究以網路問卷的方式執行實驗設計，募集257份有效問卷。研究結果顯示，當消費者對於某項產品具有較低的涉入程度時，使用感性訴求之文字敘述傳達口碑所獲得之口碑效果顯著高於採用理性訴求的方式。而當面對高涉入程度產品時，使用理性訴求之文字敘述來傳達口碑比起使用感性訴求可獲得較高的口碑效果。
Because of the rapidly development of information technology, people have con-venience to obtain massive information online. E-Word of Mouth became an important field for business and academic to discuss. The purpose of this study is to discuss how to convey an effective Word of Mouth in online environment. We use Elaboration Like-lihood Model and divide products into high-involvement and low-involvement. Leaving each other and investigate the effectiveness of Word of Mouth (product evaluation and purchase intention) through rational appeals and emotional appeals. This study con-ducted experiment design and collected 257 effective questionnaires. The results showed that product evaluation and purchase intention through emotional appeals is higher than rational appeals while consumer is low-involvement to product. However, while consumer thinks a product is high-involvement, product evaluation and purchase intention through rational appeals is higher than emotional appeals.
