現今網路發展快速的時代，網路上的評論在消費者購買前的評估、產品資訊的蒐集等方面，都是非常重要的步驟之一，如今現在網路上的產品文章，消費者非常重視部落客們的使用經驗以及網路上的評論，而大部分都是廠商的贊助文章，這些都是考量消費者購買產品的因素之一。本研究採用實驗設計，透過開箱文是否揭露為產品業配文，將揭露與未揭露之業配文分成兩組實驗組，來探討開箱文揭露與否對於消費者對品牌態度與產品態度的影響效果差異，並讓消費者瀏覽完網路部落客之文章後填寫問卷的方式，募集共124位受試者。
研究結果顯示，開箱文中版主揭露與未揭露是否為廠商贊助之部分，對於消費者確實有實質的影響，無論是產品態度或品牌態度都有顯著的效果。其中未揭露廠商贊助能增加消費者的看法，比起揭露廠商贊助更能提升品牌及產品態度。研究結果未揭露廠商贊助與揭露為廠商贊助的品牌態度與產品態度之彼此之間關係
，可作為電子商務產業未來市場行銷之重要依據。
In the era of highly developed network nowadays, reading comments on the In-ternet becomes one of the important steps of the evaluation and products information gathering of consumers before their purchase, while disclosed as well as undisclsed as compony sponsored product articles on the Internet are one of the considerations of the consumers before they buy the product. This research adopts the experiment design that distincts the unboxing reviews into two groups through the critetia whether they are disclosed as compony sponsored articles or not, and let the consumers answer the questionaires after they read the bloggers’ articles expecting to collect total of 124 questionaires ,in order to probe whether the distinction of these two groups are different against the attitude of the consumers.
According to the research, the disclosure of sponsorship do affect the attitude of the consumers towards brands. The undisclosed group is more likely to increase the opinion towards brands than that of disclosed. This research regarding the relationship between sponsorship disclosure and consumer attitude towards brands can be an im-portant reference of E-commerce and marketing.
