隨著網路普及，促使網路口碑評價對消費者偏好產生越來越大的影響力。然而，過去文獻對於口碑質和口碑共識對消費者偏好之影響效果探討仍較為匱乏。本研究將探討口碑正/負性和口碑共識(一致性高/低；範圍頻次集中/兩極)，對消費者偏好之影響。本研究以網路電影平台的口碑評價資訊作研究標的，採實驗設計方法，探討2(口碑質：正口碑、負口碑)×4(口碑共識口碑一致性高、口碑一致性低、口碑集中、口碑兩極)共8個情境，並針對268份有效問卷透過二因子多變量變異數分析驗證假說。
研究結果顯示，相較於負面口碑，當電影的口碑為正面時，會正向影響消費者偏好。當電影口碑評價不佳時，消費者偏好不會因不同的口碑共識型態呈現而有所變化。反之，當電影口碑評價為正面時，低一致性口碑共識所衍生的口碑傳播意願，較兩極化口碑共識衍生之口碑意願有較高之趨勢。
Along with the network popularity, make word-of-mouth evaluation have more and more influence on consumer preference. However, the effect of word-of-mouth and word of mouth consensus on consumer preference has been poorly explored in the past. This study will explore about WOM positive / negative;WOM consistency high / low / concentrated / polarization, to see how the impact of consumer preference. This study has collect on 268 questionnaires, using from WOM evaluation information on online movie platform as research. Use experiment design method to study about WOM (positive vs. negative) × WOM consistency (high vs. low vs. concentrated vs. polarization) for eight situations, and using MANOVA to test the hypothesis. The study results display, when WOM positive, will positive on consumer preference, when movie valence was negative, consumer preference do not change. Conversely, when movie WOM negative low WOM consistency will have high tendency than WOM consistency polarization.
