本研究執行實驗設計，網路口碑發訊者性別與產品性別屬性是否一致的情況下，測驗受訊者對於訊息可信度的影響；操弄發訊者的性別，主張當網路口碑受訊者知覺訊息發訊者性別與產品性別屬性一致時，受訊者對於該訊息之訊息可信度會顯著高於不一致時。實驗中募集了195位自願受試者，研究結果發現，發訊者性別與產品屬性一致組之訊息可信度評量，顯著高於發訊者性別與產品屬性不一致組。
This research proposes that different E-WOM provider's gender will affect receiver 's message credibility. This study conducted an experiment and recruited 195 volunteers. Results indicate that higher gender-congruence among message provider and product, causes higher receiver’s message credibility.
