顧客賦權與電子口碑分別有諸多的研究，但兩者間的關係卻沒有被深入的分析與釐清，然而在實務上對於行銷人員的操作卻有極大的影響。因此，本研究之目的主要探討顧客賦權對於電子口碑意願的影響，並分析流行涉入及自我涉入對顧客賦權與電子口碑意願的中介效果，以及報酬對於顧客賦權與電子口碑意願的干擾效果。研究採用內部效度較高的實驗法做為研究方法。實驗對象考量樣本同質性，以某大學商學院日/夜間部學生為主。透過結構性問卷調查方式蒐集資料，發出問卷330份，回收有效問卷307份。實證分析結果發現顧客賦權對於電子口碑意願具有顯著正向關係。另外，流行涉入對於顧客賦權與電子口碑意願的中介效果檢定，實證分析結果顯著。最後，報酬對於顧客賦權與電子口碑意願的干擾效果分析，實證結果顯著，本研究假設獲得支持。研究結果對於顧客賦權與電子口碑意願之關係有更清楚的釐清，對於影響兩者間的因果關係有更深一層的論述，行銷人員在從事顧客賦權活動時，對於消費者的涉入程度與報酬激勵因子都應該被同時納入其賦權活動中，以提高顧客賦權的效果。
While consumer empowerment and electronic Word-of-Mouth (eWOM) has been subject to much research independently, the relationship between the two has yet been subject to in-depth analysis and clarification. In practical terms, however, the relationship has a significant impact on the operations of sales personnel. Therefore, this research focused on how consumer empowerment impacted eWOM and analyzed the mediation effect that fashion-involvement and self-involvement have on eWOM intention and the moderating effect of rewards for consumer empowerment on eWOM intention. The research adopted experimental methods with higher internal validity. Homogeneous sampling issues were considered in the selection of participants in this study, and those selected were primarily full-time and part-time students from a university's business school program. The structured questionnaire survey approach was adopted for data collection, with 330 questionnaires issued, and 307 valid returns. Empirical analysis results found that consumer empowerment has a significant positive relationship on eWOM intention, and they showed that fashion-involvement has a positive mediation effect on eWOM intention. Lastly, moderating analysis results show that rewards have a positive moderating effect on consumer empowerment and eWOM intention. The results support the hypothesis of this research, and provide a more precise delineation of the relationship between consumer empowerment and eWOM intention; their causal relationship also received more in-depth discursive treatment. Sales personnel carrying out consumer empowerment activities would need to include the degree of consumer involvement and reward stimulation factors in order to improve the effects of consumer empowerment.
