此研究報告為了研究網路口碑問題，對美容品購買意圖。調查資料自泰國及臺灣 299 位受訪者，將資料以LISREL 8.8。分析资料。研究結果顯示使用者經驗和專業知識對網路口碑使用不會影響。相反可信度，吸引力，相似性和熟悉程度對網路口碑使用者有影響。研究結果美使用於美容品與提供未來研究的建議。

The purpose of this study is to understand which factors influence on using E-Word of mouth (E-WOM) in purchase intention towards beauty products. The data was collected from 299 respondents in Thailand and Taiwan and was analyzed by confirmatory factor analysis in LISREL 8.8. The result of the model testing indicated that expertise and experience of the source do not influence on E-WOM usage. Conversely, trustworthiness, attractiveness, similarity, and familiarity of the source significantly influence on E-WOM usage. Implications for beauty industry firms and suggestions for future study are provided.

Chinese Abstract .............................................. i
English Abstract .............................................. ii
Acknowledgements .............................................. iii
Table of Contents ............................................. iv
List of Tables .................................................vi
List of Figure .................................................vii
Chapter 1: Introduction ....................................1
1.1 Research Motivation ...............................1
1.2 Research objective .................................2
Chapter 2: Literature review ......................................4
2.1 Electronic Word-of-Mouth Usage ............................4
2.2 Source Trustworthiness ....................................5
2.3 Source Expertise ...................................5
2.4 Source Experience........…………….......................5
2.5 Source Attractiveness..............……………..................6
2.6 Source Similarity.........................6
2.7 Source Familiarity ......................6
2.8 Purchase Intention .........……………......................7
Chapter 3: Method ..........……….............................8
3.1 Sample ..................................................8
3.2 Method ..................................................9
Chapter 4: Analysis and result ...........................................10
4.1 Descriptive Statistics....................................10
4.2 Confirmatory factor analysis and model testing........................12
4.3 Hypotheses Testing .....................................14
Chapter 5: Conclusion and Discussion ........................................…15
References ................................................17
Appendix I – Questionnaires .........................................19
Appendix II – Submitted paper.............................32
Appendix III – Review report of the research paper……………………………….39
Extended Abstract ………………………………………………………………….44

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