消費者文教基金會表示，隱藏在部落格文章中的置入性行銷，可能將嚴重損害消費者的權益。雖然立法院已其納入廣告不實的連帶處罰行列。但商業廣告與單純口碑推薦之間的界線，依然處於模糊的灰色地帶，消費者似乎還是得自行判斷電子口碑的真實性。而此現象是否會使原本較具公信力的電子口碑備受質疑並威脅其影響力呢?本研究旨在探討臉書上之美食旅遊相關粉絲專頁成員對於置入性行銷以及電子口碑之間的認知，與其對於品牌形象與購買意願之影響關係。研究方法以量化研究為主，主要於社群網路作問卷發放，共計846份有效問卷。蒐集資料經由統計軟體SPSS20.0版本進行分析，顯示置入性行銷與電子口碑對於品牌形象與購買意願是有顯著差異的，且大部分之臉書粉絲專頁成員對於臉書粉絲專頁的推薦訊息都是高度採納參考度且信任的，但如果其中含有置入性行銷的存在，將會使消費者產生反感，進而降低其對於置入品牌的形象與購買意願，研究結果可以為粉絲專頁管理者或是相關美食旅遊業者研擬行銷決策之參考。
Consumers' Foundation, said in a blog post hidden in product placement, may seriously damage the interests of consumers. Although the Legislature has been incorporated into the joint penalty of false advertising ranks. However, commercial advertising and word of mouth alone the line between still in fuzzy gray area, consumers seem to still have to judge for themselves the authenticity of electronic word of mouth. And this phenomenon makes credible than the original e-reputation is being questioned and threatened its influence it? This study aimed to investigate the culinary tourism on face book fan page associated members as well as for product placement between electronic word of mouth cognition, with its brand image and purchase intention for the impact of the relationship. Research methods to quantify research, mainly in the social network for questionnaires, a total 846 valid questionnaires. Collect data via statistical software SPSS20.0 version analysis, display and electronics product placement reputation for the brand image and purchase intention is significantly different, and most of the members of face book fan page Facebook fan page for recommended messages are highly adopt-ed by reference degree and trust, but if it contains the existence of product placement, will enable consumers to generate resentment, thereby reducing its brand image for the placement and purchase intention, the findings could fan page managers who develop tourism or related food marketing decisions of reference.
