臺灣博碩士論文加值系統

隨著網際網路進入 Web3.0 時代，愈來愈多的消費者會透過虛擬社群網站與網友們分享有關產品的購買與使用經驗，虛擬社群網站成為傳播網路口碑的重要管道。雖然近年來虛擬社群相關的研究受到學術界與業界的重視，然而過去的研究大部份專注在如何建構社群網絡或知識分享，較少針對消費性虛擬社群中的網路口碑傳播做研究。因此，本研究以討論消費性產品為主的虛擬社群網站成員為研究對象，其目的在探討影響虛擬社群成員間之網路口碑可信度的因素本研究根據過去文獻發展出研究模型，採用成員回應、個人資訊可信度、信任傾向、共享價值、滿意度與隱私權政策作為前置變數，探討它們是否影響虛擬社群成員間之信任與網路口碑可信度，並進而影響購買意願。另外，本研究也探討虛擬社群成員的網路口碑推薦一致性對網路口碑可信度與購買意願的影響。本研究使用3×2 實驗設計的方式，操弄推薦一致性(包括:正面一致性、負面一致性與不一致性)，以及產品類型(包括:3C、美妝)，並以獨立樣本T 檢定和二因子變異數分析與迴歸分析等方法，進行資料分析與驗證研究假設。本研究以虛擬社群的成員為研究對象，並以網路問卷進行樣本收集，共取得有效樣本530 份。本研究的分析結果顯示:(1)個人資訊可信度、信任傾向、共享價值與滿意度對虛擬社群成員間之信任有正向顯著影響;而成員回應與隱私權政策對虛擬社群成員間信任則無顯著影響;(2)虛擬社群成員間信任對網路口碑可信度有正向顯著影響;(3)虛擬社群成員間的網路口碑推薦一致性對網路口碑可信度有正向顯著影響;(4)虛擬社群成員間之信任對購買意願有正向顯著影響;(5)網路口碑可信度對購買意願有正向顯著影響。最後，本研究根據研究結果，提出學術與管理上的意涵，作為網路商店業者擬定網路口碑行銷策略之參考依據，及後續研究之參考。

Along with the emergence of Web 3.0, customers are getting used to share the product experiences with virtual community on the website; the virtual community websites have become critical channels for electronic word-of-mouth (eWOM) marketing. However, most emphasis of the recent studies is on the development of community network or the knowledge sharing, while the in-depth study on eWOM marketing in the virtual community of consumption is still lacking. Thus, this study, taking members of the virtual community of consumption as subjects, aims to explore the factors affecting the credibility of the eWOM communication.This study develops the model for study based on former studies and literatures,using perceived responsiveness, other’s confiding personal information, disposition to trust, shared value, privacy policy, and satisfaction as antecedent variables,investigating the influence of the variables on the trust and perceived eWOM review credibility between community members and in which way the purchase intention was affected by the variables, in addition, examining the influence of the recommendation consistency on perceived eWOM review credibility and the extent to which the purchase intention was affected by the change of perceived eWOM review credibility. Recommendation consistency (i.e.positive recommendation consistency, negative recommendation consistency and recommendation inconsistency) and product types (i.e. 3C、cosmetic) are manipulated in a 3×2 factorial experiment. The data gathered are examined by the methods of independent sample t test, two-way ANOVA, and regression analysis, and the hypotheses are tested accordingly.
Participants of the study are members of virtual communities; samples were collected by conducting on-line questionnaire survey, and 530 valid copies were retrieved. The results were as follow: (1) Other’s confiding personal information, disposition to trust,shared values, and satisfaction have significant effect on the mutual trust among virtual community members. However, perceived responsiveness and privacy policy has no significant effect on the mutual trust among virtual community members. (2)The mutual trust among virtual community members have significant effect on perceived eWOM review credibility.(3) Recommendation consistency have significant effect on perceived eWOM review credibility.(4) The mutual trust among virtual community members have significant effect on purchase intention.(5)Perceived eWOM review credibility have significant effect on purchase intention. The results of the study can be used in future academic research or be used as suggestions on practical management practice in the eWOM marketing for online shopping industries.

摘要 I
英文摘要 II
誌謝 IV
目錄 VI
表目錄 VIII
圖目錄 XI
第一章 緖論 1
第一節 研究背景 1
第二節 研究動機 3
第三節 研究目的 6
第四節 研究流程 7
第二章 文獻探討 8
第一節 虛擬社群 8
第二節 信任 23
第三節 虛擬社群成員間信任前置因素 29
第四節 網路口碑可信度 35
第五節 推薦一致性 42
第六節 購買意願 45
第三章 研究方法 50
第一節 研究架構 50
第二節 研究假設 51
第三節 研究變數及操作性定義 52
第四節 問卷設計 62
第五節 研究對象與樣本收集 68
第六節 資料分析方法 69
第七節 問卷前測與修正 71
第四章 資料分析 74
第一節 問卷回收 74
第二節 操弄檢定 74
第三節 人口統計變數之樣本分配 76
第四節 敘述性統計量 84
第五節 信度與效度分析 90
第六節 主要構面差異性分析 97
第七節 迴歸分析 105
第八節 二因子單變量變異數分析 116
第五章 結果與建議 120
第一節 研究結果 120
第二節 研究結論 123
第三節 研究貢獻 126
第四節 研究限制與未來研究建議 131
參考文獻 134
中文部份 134
英文部份 137
網站部份 147
附錄一. 149
附錄二. 156

丁尚銘.(2010). 調節焦點理論對於虛擬社群忠誠度影響之研究-以聊天室為例. 碩士, 元智大學, 桃園縣.
王皓昀.(2010). 影響運彩迷對虛擬社群信任意圖之因素探討---以PTT運彩版為例. 碩士, 國立中正大學, 嘉義縣.
王遵智.(2004). 網路口碑中個人專業與關係強度對購買決策的影響──以電子郵件為例. 碩士, 國立台灣科技大學, 台北市.
申謦誠. (2011). 虛擬社群網站經營模式之探討-以使用Facebook社群網站之創業個案為例. 碩士, 國立屏東商業技術學院, 屏東縣.
朱道凱.(1998).網路商機:如何經營虛擬社群?(原作者:Hagel Ⅲ,John &Armstrong,Arthur G.). 台北市: 麥田出版社.
江哲蔚.(2011). 理性行為理論探討網路口碑與購買意圖之研究─以化妝品虛擬社群為例. 碩士, 國立聯合大學, 苗栗縣.
何俊隆.(2010). 運用網路社群進行口碑傳播接受程度之研究-以Facebook使用者為例. 碩士, 淡江大學.
吳依亭.(2006). 驗證標示認知、健康信念和訊息可信度對健康食品購買行為之影響. 碩士, 中興大學.
吳書榆.(2011). 讓顧客主動推薦你:從陌生到狂推的社群行銷(原作者:John Jantsch). 台北: 經濟新潮社出版.
呂培仕.(2010). 口碑定義架構的發展：口碑文獻回顧1950~2008. 碩士, 國立臺灣科技大學, 台北市.
李宜芳.(2005). 網路論壇正負留言對不同上網目的消費者產品態度之影響. 碩士, 台灣科技大學.
李啟誠,李羽喬.(2010). 網路口碑對消費者購買決策之影響─ 以產品涉入及品牌形象為干擾變項. 中華管理評論, 13(1).
李雅靖,吳忠翰.(2011). 網路口碑訊息對消費者信任的影響. 傳播與管理研究, 10(2), 69-106.
李銘薰.(2008). 電腦與數位3C專業虛擬社群知識分享之影響因素研究. 碩士, 國立臺灣師範大學, 台北市.
周雅涵.(2011). 虛擬社群知識分享能力影響因素之研究探討-以PTT、FACEBOOK為例. 碩士, 虎尾科技大學, 雲林縣.
林俊偉.(2011). 影響網路口碑可信度之相關因素-以民宿業為例. 碩士, 成功大學.
林政杰. (2011). Facebook 社群網路平台專業虛擬社群經營策略之研究. 碩士, 靜宜大學, 台中縣.
林書毅.(2009). 虛擬社群激勵機制與會員忠誠度之研究─以線上遊戲社群為例. 碩士, 國立中山大學, 高雄市.
林湘芬.(2009). 女性消費者與網路口碑傳播行為之研究－以20歲~40歲女性購買美容保健產品為例. 碩士, 世新大學, 臺北市.
林瑋珊.(2010). 虛擬社群使用者感知成本與效益對自我揭露、知識分享行為之影響. 碩士, 國立臺灣師範大學, 台北市.
林詩玟,林純如.(2011). 情緒打動我的心：以趨避理論探討廣告情緒與產品涉入度之廣告效果. 碩士, 交通大學, 新竹市.
邱皓政. (2003). 結構方程模式:LOSREL的理論、技術與應用. 台北: 雙葉書廊.
邱皓政.(2006). 量化研究與統計分析-SPSS中文視窗版資料分析範例解析. 台北市: 五南.
侯辰霖.(2011). 探討微網誌Facebook之社群信任對購買意願的影響-以網路口碑、訊息信任為中介變數. 碩士, 國立臺北科技大學, 台北市.
施雅貞.(2011). 以信任、網路口碑、社會臨場感、隱私與社會互動連結來探討虛擬社群之黏性及忠誠度：以facebook 為例. 碩士, 銘傳大學, 台北市.
徐增埕.(2010). 網路社群消費行為之影響因素. 碩士, 逢甲大學, 台中市.
張俊民.(2008). 知識虛擬社群信任建立機制:一個促進知識分享架構. 博士, 國立高雄第一科技大學, 高雄市.
張淑茹.(2011). 線上知識分享系統中訊息特徵對訊息可信度 的影響. 碩士, 中國文化大學, 台北市.
張紹勳. (2000). 研究方法. 台中:滄海.
陳宜棻.(2010). 從展望理論觀點探討網路口碑對消費者購買意願之影響. Journal of E-Business, 12(3), 527-546.
陳建文,陳文國,徐永穎.(2011). 網路口碑採用模式之研究. 行銷評論, 8(2), 175-198.
陳靖旻.(2008). 影響虛擬社群成員知識分享因素之探討－社會資本理論觀點. 碩士, 國立中央大學, 桃園縣.
費翠. (2001). 網路市場行家理論驗證與延伸---其網路資訊搜尋、口碑傳播、線上購物行為及個人特質研究. 碩士, 國立政治大學, 台北市.
黃俊智.(2008). 訊息來源可信度與消費者知識對購買意圖與購買行為之影響—以台灣三大鮮乳產品為例. 碩士, 國立成功大學, 台南市.
黃麗霞,張重昭.(2003). 訊息來源、正負面訊息與市場行家特質對網路訊息傳播之影響. 電子商務研究, 1(1), 25-40.
楊國樞, 文崇一, 吳聰賢,李亦園. (2002). 社會及行為科學研究法. 台北: 東華.
楊基昌.(2004). 影響網路虛擬社群信任因素與行為意圖之研究. 碩士, 靜宜大學, 台中縣.
楊聖慧 (2001). 以體驗行銷之觀點探討網站之虛擬社群經營模式. 碩士, 銘傳大學, 台北市.
詹子瑩, 和李仁芳.(2003). 社群創新模式與產業政策發展 - 使用者網路協作創新社群於軟體創新開發之運用. 資策會資訊市場情報中心.
樊家琦 (2011). 誇大口碑對可信度及購買意願的影響. 碩士, 國立臺灣科技大學, 台北市.
蔡季綾.(2005). 產品置入型態與置入效果、品牌態度間關係之研究-以產品涉入度與年齡為干擾變數. 碩士, 國立成功大學, 台南市..
蕭珮妤.(2010). 網路口碑訊息面向、訊息價值與產品涉入對說服效果影響之研究-以網路論壇為例. 碩士, 國立政治大學, 台北市.
謝明晃.(2005). 社群信任、產品涉入與認知風險對於虛擬社群之購買動機之研究. 碩士, 國立屏東商業技術學院, 屏東市.
Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. The Journal of Marketing, 58(3), 53-66.
Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: findings from sweden. Journal of Marketing, 58(3), 53-66.
Armstrong, A. G., & Hagel Ⅲ, J. (1997). Net gain: expanding markets through virtual communities. Harvard Business School Press.
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research (JMR), 4(3), 291-295.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science 16 (1), 74-94
Bakos, J. Y. (1991). A strategic analysis of electronic marketplaces. Manage Inf Syst Q, 15, 295-311.
Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166.
Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large scale exploratory empirical study. Journal of Marketing, 69 (4), 133-152.
Benassi, P. (1999). TRUSTe: an online privacy seal program. Commun. ACM, 42(2), 56-59.
Bloch, P. H., & Richins, M. L. (1983). A theoretical model for the study of product importance perceptions. Journal of Marketing, 47(3), 69-81.
Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213-223.
Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350-362.
Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: investigating antecedents of consumers' positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138.
Butler, J. K., & Cantrell, R. S. (1994). Communcation factors and trust:an exploratory study. Psychological Reports, 74(1), 33-34.
Carver, C. (1999). Building a virtual community for a tele-learning environment. IEEE Communications Magazine, 37(3), 114-118.
Casalo, L. V., Flavian, C., & Guinaliu, M. (2010). Relationship quality, community promotion and brand loyalty in virtual communities: Evidence from free software communities. International Journal of Information Management, 30(4), 357-367.
Chai, S., & Kim, M. (2010). What makes bloggers share knowledge? An investigation on the role of trust. International Journal of Information Management, 30(5), 408-415.
Chang, A. M., Kannan, P. K., & Whinston, A. B. (1999). Electronic communities as Intermediaries: the Issues and economics. Proceeding of the 32nd Hawaii International Conference on System Sciences(5), 1-10.
Chatterjee, P. (2001). Online reviews:do consumers use them? Association for Consumer Research, 28, 129-134.
Cheung, C. M. K., & Lee, M. K. O. (2006). Understanding consumer trust in Internet shopping: A multidisciplinary approach. J. Am. Soc. Inf. Sci. Technol., 57(4), 479-492.
Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of electronic word-of-mouth: informational and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce, 13(4), 9-38.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 22(3), 297-334.
Dellarocas, C., & Narayan, R. (2006). A statistical measure of a population's propensity to engage in post-purchase online word-of-mouth. Statistical Science, 21(2), 277-285.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
Dodgson, M. (1993). Learning, trust, and technological collaboration (Vol. 46, pp. 77-95): Human Relations.
Doh, S. J., & Hwang, J. S. (2009). How consumers evaluate eWOM (Electronic Word-of-Mouth) messages. CyberPsychology & Behavior, 12(2), 193-197.
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51.
Eastlick, M. A., Lotz, S. L., & Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59(8), 877-886.
Engel, J. E., Blackwell, R. D., & Miniard, P. W. (1993) Consumer behavior (7 Th Ed.). Chicago: Dryden Press.
Engel, J. F., Blackwell, R. D., & Kegerreis, R. J. (1969). How information is used to adopt an innovation. Journal of Advertising Research, 9(4), 3-8.
Fang, Y.-H., & Chiu, C.-M. (2010). In justice we trust: exploring knowledge-sharing continuance intentions in virtual communities of practice. Computers in Human Behavior, 26(2), 235-246.
Figallo, C. (1998). Hosting web communities: building relationships,increasing customer loyalty, and maintaining a competitive edge: John Wiley & Sons.
Fishbein, M., & Ajen, I. (Eds.). (1975). Reading,Mass:Addison-Wesley.
Flavian, C., Guinaliu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Inf. Manage., 43(1), 1-14.
Fornell, C. (1992). A national customer satisfaction barometer: the swedish experience. Journal of Marketing, 56(1), 6-21.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737.
Gefen, D. (2002). Reflections on the dimensions of trust and trustworthiness among online consumers. SIGMIS Database, 33(3), 38-53.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: an integrated model MIS Quarterly, 27(1), 51-90.
Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32(6), 407-424.
Gershoff, A. D., & Johar, G. V. (2006). Do you know me? consumer calibration of friends' knowledge. Journal of Consumer Research, 496-503.
Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A dyadic study of interpersonal information search. Journal of the Academy of Marketing Science, 26(2), 83-100.
Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545-560.
Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449-456.
Gupta, P., & Harris, J. (2009). How e-WOM recommendations influence product consideration and quality of choice:a motivation to process information perspective. Journal of Business Research, 63(9-10), 1041-1049.
Gupta, S., Kim, H.-W., & Shin, S.-J. (2010). Converting virtual community members into online buyers. CyberPsychology, Behavior & Social Networking, 13(5), 513-520.
Ha, S., & Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62(5), 565-571.
Hair, J. F., Anderson, R. E., R. L. Tatham, & Black, W. C. (1998). Multivariate data analysis 5th ed. Upper Saddle River: NJ: Prentice-Hall.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information of persuasion: an accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454-462.
Hoffman, D. L., Novak, T. P., & Peralta, M. (1999). Building consumer trust online. Communications of the ACM, 42(4), 80-85.
Hong, I. B., & Cho, H. (2011). The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust. International Journal of Information Management, In Press, Corrected Proof.
Hsu, M.-H., Ju, T., Yen, C.-H., & Chang, C.-M. (2007). Knowledge sharing behavior in virtual communities: The relationship between trust, self-efficacy, and outcome expectations. International Journal of Human-Computer Studies, 65(2), 153-169.
Hsueh, S.-C., & Chen, J.-M. (2010). Sharing secure m-coupons for peer-generated targeting via eWOM communications. Electronic Commerce Research & Applications, 9(4), 283-293.
Huang, J. H., & Chen, Y. F. (2006). Herding in online product choice. Psychology and Marketing, 23(5), 413-428.
Hung, K., Gu, F., & Tse, D. (2005). Improving media decisions in china: a targetability and cost-benefit analysis. Journal of Advertising, 34(1), 49-63.
Hung, K., Yiyan Li, S., & Tse, D. K. (2011). Interpersonal trust and platform credibility in a chinese multibrand oline community. Journal of Advertising, 40(3), 99-112.
Jarvenpaa, S. L., Knoll, K., & Leidner, D. E. (1998). Is anybody out there?: antecedents of trust in global virtual teams. J. Manage. Inf. Syst., 14(4), 29-64.
Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an Internet store. Information Technology and Management, 1(1), 45-71.
Jones, Q., & Rafaeli, S. (2000). Time to Split, Virtually: 'Discourse Architecture' and 'Community Building' Create Vibrant Virtual Publics. Electronic Markets, 10(4), 214-223.
Kahneman, D., & Tversky, A. (1979). Prospect theory: an analysis of decision under risk. 47(2), 263-291.
Kaiser, H. F. (1974). An index of factorial simplicity (Vol. 39, pp. 31-36): Psychometrika.
Katz, E. (1955). Personal influence; the part played by people in the flow of mass communications. Glencoe, Ill.: Free Press.
Kieckera, P., & Cowles, D. (2001). Interpersonal communication and personal Influence on the internet: a framework for examining online word-of-mouth. Journal of Euro marketing, 11(2), 71-88.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decis. Support Syst., 44(2), 544-564.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2009). Trust and satisfaction, two stepping stones for successful e-commerce relationships: a longitudinal exploration. Info. Sys. Research, 20(2), 237-257.
Kim, H. W., & Gupta, S. (2009). A comparison of purchase decision calculus between potential and repeat customers of an online store. Decision Support Systems, 47(4), 477-487.
Kim, S., Yang, K., & Kim, J. (2009). Finding critical success factors for virtual community marketing. Service Business, 3(2), 149-171.
Kozinets, R. V. (1999). E-tribalized marketing?:The strategic implications of virtual communities of consumption. European Management Journal, 17(3), 252-264.
Lee, F. S. L., Vogel, D., & Limayem, M. (2003). Virtual community informatics: A review and research agenda. Journal of Information Technology Theory and Application, 5(1), 47.
Lee, M. K. O., Shi, N., Cheung, C. M. K., Lim, K. H., & Sia, C. L. (2011). Consumer's decision to shop online: The moderating role of positive informational social influence. Information & Management, 48(6), 185-191.
Li, D., Browne, G., & Wetherbe, J. (2006). Why do internet users stick with a specific web site? a relationship perspective. Int. J. Electron. Commerce, 10, 105-141.
Li, Y.-M., Lin, C.-H., & Lai, C.-Y. (2010). Identifying influential reviewers for word-of-mouth marketing. Electronic Commerce Research & Applications, 9(4), 294-304.
Lim, B. C., & Chung, C. M. Y. (2011). The impact of word-of-mouth communication on attribute evaluation. Journal of Business Research, 64(1), 18-23.
Lim, K. H., Sia, C. L., Lee, M. K. O., & Benbasat, I. (2006). Do I trust you online, and if so, will I buy? An empirical study of two trust-building strategies. Journal of Management Information Systems, 23(2), 233-266.
Lim, S. H., Lee, S., Yeon, H., & Koh, C. E. (2009). Role of trust in adoption of online auto insurance. Journal of Computer Information Systems, 50(2), 151-159.
Lin, H. F. (2006). Understanding behavioral intention to participate in virtual communities. CyberPsychology & Behavior, 9(5), 540-547.
Liu, C., Marchewka, J. T., Lu, J., & Yu, C.-S. (2005). Beyond concern—a privacy-trust-behavioral intention model of electronic commerce. Information & Management, 42(2), 289-304.
Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce buyers: trust in virtual communities and its effect on consumers' purchase intention. Electronic Commerce Research and Applications, 9(4), 346-360.
Lymperopoulos, C., & Chaniotakis, I. E. (2008). Price satisfaction and personnel efficiency as antecedents of overall satisfaction from consumer credit products and positive word of mouth. Journal of Financial Services Marketing, 13(1), 63-71.
Maheswaran, D., & Meyers Levy, J. (1990). The influence of message framing and issue involvement. Journal of Marketing Research, 27(3), 361-367.
Marsden, P., & Kirby, J. (2006). Connected marketing: the viral, buzz and word of mouth revolution: Butterworth-Heinemann.
Martin, W. C., & Lueg, J. E. (2011). Modeling word-of-mouth usage. Journal of Business Research, 8.
Matos, C. A. d., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578-596.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust Academy of Management Review, 20(3), 709-734.
McCarter, M. W., & Northcraft, G. B. (2007). Happy together?: Insights and implications of viewing managed supply chains as a social dilemma. Journal of Operations Management, 25(2), 498-511.
McKnight, D. H., & Chervany, N. L. (2001). What trust means in e-commerce customer relationships: an interdisciplinary conceptual typology. International Journal of Electronic Commerce, 6(2), 35-69.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: an integrative typology. Information System Research, 13(3), 334-359.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The Journal of Strategic Information Systems, 11(3–4), 297-323.
Mizerski, R. W. (1982). An attribution explanation of the disproportionate influence of unfavorable information. Journal of Consumer Research, 9(3), 301-310.
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101.
Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: the dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20.
Mowen, J. C., & Minor, M. (2001). Consumer behavior: a framework 2nd ed. U. S. River (Ed.) New Jersey: Prentice-Hall
Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing: A re-examination of the commitment-trust theory (Vol. 41, pp. 1173-1202). European Journal of Marketing: Emerald Group Publishing Limited.
Nahapiet, J., & Ghoshal, S. (1998). Social capital, intellectual capital, and the organizational advantage. The Academy of Management Review, 23(2), 242-266.
Nichani, M., & Hung, D. L. (2002). Can a community of practice exist online? Educational Technology, 42(4), 49-54
Nunnally, J. R. (1978). Psychometric theory. New York.
Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), 46-54.
Okazaki, S. (2009). Social influence model and electronic word of mouth. International Journal of Advertising, 28(3), 439-472.
Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: a moderating role of product type. Journal of Business Research, 62(1), 61-67.
Park, C., Wang, Y., Yao, Y., & Kang, Y. R. (2011). Factors influencing eWOM effects: using experience,credibility, and susceptibility. International Journal of Social Science and Humanity, 1(1).
Park, D. H., & Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7(4), 399-410.
Paul, D. (2007). Measuring the value of electronic word of mouth and its impact in consumer communities. Journal of Interactive Marketing, 21(2), 63-79.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance Model. International Journal of Electronic Commerce, 7(3), 101-134.
Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. information Systems Research, 15(1), 37-59.
Preece, J. (2000). Online communities designing usability supporting sociability. New York:Wiley.
Prestion, C. (2000). The problem with micro-marketing. Journal of Advertising Research, 40(4), 55-58.
Putrevu, S., & Lord, K. R. (1994). Comparative and noncomparative advertising: attitudinal effects under cognitive and affective involvement conditions. Journal of Advertising, 23(2), 77-91.
Reynolds, K. E., & Arnold, M. J. (2000). Customer loyalty to the salesperson and the store: examining relationship customers in an upscale retail context. The Journal of Personal Selling & Sales Management, , 20(2), 89-98.
Rheingold, H. (1993). The virtual community: homesteading on the electronic frontier Harper Perennial Publishers, New York
Richard, P. A., & Anthony, J. C. (1999). Internet community primer overview and business opportunities. Harper Collins Publishing Inc.
Ridings, C. M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. Journal of Strategic Information Systems, 11(3-4), 271-295.
Romm, C., Pliskin, N., & Clarke, R. (1997). Virtual communities and society: toward an integrative three phase model. International Journal of Information Management, 17(4), 261-270.
Rothaermela, F. T., & Sugiyama, S. (2001). Virtual internet communities and commercial success: individual and community-level theory grounded in the atypical case of TimeZone.com. Journal of Management 27, 297-312.
Rotter, J. B. (1967). A new scale for the measurement of interpersonal trust. Journal of Personality, 35(4), 651-665.
Saxton, T., & Dollinger, M. (2004). Target reputation and appropriability: picking and deploying resources in acquisitions. Journal of Management, 30(1), 123-147.
Schlosser, A. E. (2005). Source perceptions and the persuasiveness of internet word-of-mouth communication. Advances in Consumer Research, 32(1), 202-203.
Schoell, W. F., & Guiltinan, P. J. (1993). Marketing Essentials Kluwer Academic Publisher Press.
Schurr, P. H., & Ozanne, J. L. (1985). Influence on exchange processes: buyers' preconceptions of a seller's trustworthiness and bargaining toughness. Journal of Consumer Research, 11(4), 939-953
Shen, Y.-C., Huang, C.-Y., Chu, C.-H., & Liao, H.-C. (2010). Virtual community loyalty: an interpersonal-interaction perspective. International Journal of Electronic Commerce, 15(1), 49-74.
Silverman, G. (1997). How to harness the awesome power of word of mouth. Direct Marketing, 60(7), 32.
Singh, J. (1990). Voice, exit, and negative word-of-mouth behaviors: An investigation across three service categories. Journal of the Academy of Marketing Science, 18(1), 1-15.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37.
Skowronski, J. J., & Carlston , D. E. (1987). Social judgment and social memory: The role of cue diagnosticity in negativity, positivity, and extremity biases. Journal of Personality and Social Psychology, 52(4).
Smith, D., Menon, S., & Sivakumar, K. (2005). Online peer and editorial recommendations, trust, and choice in virtual markets. Journal of Interactive Marketing, 19(3), 15-37.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising 26(2), 53-66.
Sproull, L., & Faraj, S. (1997). Atheism, sex, and databases: the net as a social technology.In: Kiesler,S.,(Ed.) Culture of the Internet (pp. 35-51). Mahwah: Lawrence Erlbaum Associates.
Sternthal, B., Phillips, L. W., & Ruby, D. (1978). The Persuasive Effect of Source Credibility: A Situational Analysis. The Public Opinion Quarterly, 42(3), 285-314.
Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics (5th edition). Needham heights: MA:Allyn and Bacon.
Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: findings from an Internet social networking site. Journal of Marketing, 73(5), 90-102.
Tseng, S., & Fogg, B. J. (1999). Credibility and computing technology. Commun. ACM, 42(5), 39-44.
Valck, K. d., Bruggen, G. H. v., & Wierenga, B. (2009). Virtual communities: a marketing perspective. Decision Support Systems, 47(3), 185-203.
Wakefield, R. L., Stocks, M. H., & Wilder, W. M. C. (2004). The role of web site characteristics in intial trust formation. The Journal of Computer Information Systems, 45(1), 94-103.
West, M. D. (1994). Validating a scale for the measurement of credibility: a covariance structure modeling approach. Journalism & Mass Communication Quarterly 71(1), 159-168
Westbrook, R. A. (1987). Product/ Consumption-Based affective responses and postpurchase processes. Journal of Marketing Research (JMR), 24(3), 258-270.
Wiedenfels, G. (2009). Trust of potential guyers in new entrepreneurial ventures. In Gabler (Ed.): Wiesbaden:GWV Faceverlage GmbH.
Wright, P. (1974). The harassed decision maker: Time pressures, distractions, and the use of evidence. Journal of Applied Psychology, 59(5), 555-561.
Wu, J. J., Chen, Y. H., & Chung, Y. S. (2010). Trust factors influencing virtual community members: A study of transaction communities. Journal of Business Research, 63(9-10), 1025-1032.
Wu, J. J., & Tsang, A. S. L. (2008). Factors affecting members' trust belief and behaviour intention in virtual communities. Behaviour & Information Technology, 27(2), 115-125.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.
Zhang, J. Q., Craciun, G., & Shin, D. (2010). When does electronic word-of-mouth matter? a study of consumer product reviews. Journal of Business Research, 63(12), 1336-1341.
Zhang, W., & Watts, S. (2003). Knowledge adoption in online communities of practice. International Conference on Information Systems, 96-109.
Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer Satisfaction, Market Share, and Profitability: Findings from Sweden. The Journal of Marketing, 58(3), 53-66.
Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994). Customer satisfaction, market share, and profitability: findings from sweden. Journal of Marketing, 58(3), 53-66.
Armstrong, A. G., & Hagel Ⅲ, J. (1997). Net gain: expanding markets through virtual communities. Harvard Business School Press.
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research (JMR), 4(3), 291-295.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation models. Journal of the Academy of Marketing Science 16 (1), 74-94
Bakos, J. Y. (1991). A strategic analysis of electronic marketplaces. Manage Inf Syst Q, 15, 295-311.
Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of Service Research, 3(2), 166.
Bart, Y., Shankar, V., Sultan, F., & Urban, G. L. (2005). Are the drivers and role of online trust the same for all web sites and consumers? A large scale exploratory empirical study. Journal of Marketing, 69 (4), 133-152.
Benassi, P. (1999). TRUSTe: an online privacy seal program. Commun. ACM, 42(2), 56-59.
Bloch, P. H., & Richins, M. L. (1983). A theoretical model for the study of product importance perceptions. Journal of Marketing, 47(3), 69-81.
Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of Business Research, 32(3), 213-223.
Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer Research, 14(3), 350-362.
Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: investigating antecedents of consumers' positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science, 33(2), 123-138.
Butler, J. K., & Cantrell, R. S. (1994). Communcation factors and trust:an exploratory study. Psychological Reports, 74(1), 33-34.
Carver, C. (1999). Building a virtual community for a tele-learning environment. IEEE Communications Magazine, 37(3), 114-118.
Casalo, L. V., Flavian, C., & Guinaliu, M. (2010). Relationship quality, community promotion and brand loyalty in virtual communities: Evidence from free software communities. International Journal of Information Management, 30(4), 357-367.
Chai, S., & Kim, M. (2010). What makes bloggers share knowledge? An investigation on the role of trust. International Journal of Information Management, 30(5), 408-415.
Chang, A. M., Kannan, P. K., & Whinston, A. B. (1999). Electronic communities as Intermediaries: the Issues and economics. Proceeding of the 32nd Hawaii International Conference on System Sciences(5), 1-10.
Chatterjee, P. (2001). Online reviews:do consumers use them? Association for Consumer Research, 28, 129-134.
Cheung, C. M. K., & Lee, M. K. O. (2006). Understanding consumer trust in Internet shopping: A multidisciplinary approach. J. Am. Soc. Inf. Sci. Technol., 57(4), 479-492.
Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of electronic word-of-mouth: informational and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce, 13(4), 9-38.
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 22(3), 297-334.
Dellarocas, C., & Narayan, R. (2006). A statistical measure of a population's propensity to engage in post-purchase online word-of-mouth. Statistical Science, 21(2), 277-285.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.
Dodgson, M. (1993). Learning, trust, and technological collaboration (Vol. 46, pp. 77-95): Human Relations.
Doh, S. J., & Hwang, J. S. (2009). How consumers evaluate eWOM (Electronic Word-of-Mouth) messages. CyberPsychology & Behavior, 12(2), 193-197.
Doney, P. M., & Cannon, J. P. (1997). An examination of the nature of trust in buyer-seller relationships. Journal of Marketing, 61(2), 35-51.
Eastlick, M. A., Lotz, S. L., & Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59(8), 877-886.
Engel, J. E., Blackwell, R. D., & Miniard, P. W. (1993) Consumer behavior (7 Th Ed.). Chicago: Dryden Press.
Engel, J. F., Blackwell, R. D., & Kegerreis, R. J. (1969). How information is used to adopt an innovation. Journal of Advertising Research, 9(4), 3-8.
Fang, Y.-H., & Chiu, C.-M. (2010). In justice we trust: exploring knowledge-sharing continuance intentions in virtual communities of practice. Computers in Human Behavior, 26(2), 235-246.
Figallo, C. (1998). Hosting web communities: building relationships,increasing customer loyalty, and maintaining a competitive edge: John Wiley & Sons.
Fishbein, M., & Ajen, I. (Eds.). (1975). Reading,Mass:Addison-Wesley.
Flavian, C., Guinaliu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Inf. Manage., 43(1), 1-14.
Fornell, C. (1992). A national customer satisfaction barometer: the swedish experience. Journal of Marketing, 56(1), 6-21.
Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. Journal of Marketing, 58(2), 1-19.
Gefen, D. (2000). E-commerce: the role of familiarity and trust. Omega, 28(6), 725-737.
Gefen, D. (2002). Reflections on the dimensions of trust and trustworthiness among online consumers. SIGMIS Database, 33(3), 38-53.
Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: an integrated model MIS Quarterly, 27(1), 51-90.
Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega, 32(6), 407-424.
Gershoff, A. D., & Johar, G. V. (2006). Do you know me? consumer calibration of friends' knowledge. Journal of Consumer Research, 496-503.
Gilly, M. C., Graham, J. L., Wolfinbarger, M. F., & Yale, L. J. (1998). A dyadic study of interpersonal information search. Journal of the Academy of Marketing Science, 26(2), 83-100.
Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545-560.
Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449-456.
Gupta, P., & Harris, J. (2009). How e-WOM recommendations influence product consideration and quality of choice:a motivation to process information perspective. Journal of Business Research, 63(9-10), 1041-1049.
Gupta, S., Kim, H.-W., & Shin, S.-J. (2010). Converting virtual community members into online buyers. CyberPsychology, Behavior & Social Networking, 13(5), 513-520.
Ha, S., & Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62(5), 565-571.
Hair, J. F., Anderson, R. E., R. L. Tatham, & Black, W. C. (1998). Multivariate data analysis 5th ed. Upper Saddle River: NJ: Prentice-Hall.
Hennig-Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet? Journal of Interactive Marketing, 18(1), 38-52.
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information of persuasion: an accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454-462.
Hoffman, D. L., Novak, T. P., & Peralta, M. (1999). Building consumer trust online. Communications of the ACM, 42(4), 80-85.
Hong, I. B., & Cho, H. (2011). The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust. International Journal of Information Management, In Press, Corrected Proof.
Hsu, M.-H., Ju, T., Yen, C.-H., & Chang, C.-M. (2007). Knowledge sharing behavior in virtual communities: The relationship between trust, self-efficacy, and outcome expectations. International Journal of Human-Computer Studies, 65(2), 153-169.
Hsueh, S.-C., & Chen, J.-M. (2010). Sharing secure m-coupons for peer-generated targeting via eWOM communications. Electronic Commerce Research & Applications, 9(4), 283-293.
Huang, J. H., & Chen, Y. F. (2006). Herding in online product choice. Psychology and Marketing, 23(5), 413-428.
Hung, K., Gu, F., & Tse, D. (2005). Improving media decisions in china: a targetability and cost-benefit analysis. Journal of Advertising, 34(1), 49-63.
Hung, K., Yiyan Li, S., & Tse, D. K. (2011). Interpersonal trust and platform credibility in a chinese multibrand oline community. Journal of Advertising, 40(3), 99-112.
Jarvenpaa, S. L., Knoll, K., & Leidner, D. E. (1998). Is anybody out there?: antecedents of trust in global virtual teams. J. Manage. Inf. Syst., 14(4), 29-64.
Jarvenpaa, S. L., Tractinsky, N., & Vitale, M. (2000). Consumer trust in an Internet store. Information Technology and Management, 1(1), 45-71.
Jones, Q., & Rafaeli, S. (2000). Time to Split, Virtually: 'Discourse Architecture' and 'Community Building' Create Vibrant Virtual Publics. Electronic Markets, 10(4), 214-223.
Kahneman, D., & Tversky, A. (1979). Prospect theory: an analysis of decision under risk. 47(2), 263-291.
Kaiser, H. F. (1974). An index of factorial simplicity (Vol. 39, pp. 31-36): Psychometrika.
Katz, E. (1955). Personal influence; the part played by people in the flow of mass communications. Glencoe, Ill.: Free Press.
Kieckera, P., & Cowles, D. (2001). Interpersonal communication and personal Influence on the internet: a framework for examining online word-of-mouth. Journal of Euro marketing, 11(2), 71-88.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decis. Support Syst., 44(2), 544-564.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2009). Trust and satisfaction, two stepping stones for successful e-commerce relationships: a longitudinal exploration. Info. Sys. Research, 20(2), 237-257.
Kim, H. W., & Gupta, S. (2009). A comparison of purchase decision calculus between potential and repeat customers of an online store. Decision Support Systems, 47(4), 477-487.
Kim, S., Yang, K., & Kim, J. (2009). Finding critical success factors for virtual community marketing. Service Business, 3(2), 149-171.
Kozinets, R. V. (1999). E-tribalized marketing?:The strategic implications of virtual communities of consumption. European Management Journal, 17(3), 252-264.
Lee, F. S. L., Vogel, D., & Limayem, M. (2003). Virtual community informatics: A review and research agenda. Journal of Information Technology Theory and Application, 5(1), 47.
Lee, M. K. O., Shi, N., Cheung, C. M. K., Lim, K. H., & Sia, C. L. (2011). Consumer's decision to shop online: The moderating role of positive informational social influence. Information & Management, 48(6), 185-191.
Li, D., Browne, G., & Wetherbe, J. (2006). Why do internet users stick with a specific web site? a relationship perspective. Int. J. Electron. Commerce, 10, 105-141.
Li, Y.-M., Lin, C.-H., & Lai, C.-Y. (2010). Identifying influential reviewers for word-of-mouth marketing. Electronic Commerce Research & Applications, 9(4), 294-304.
Lim, B. C., & Chung, C. M. Y. (2011). The impact of word-of-mouth communication on attribute evaluation. Journal of Business Research, 64(1), 18-23.
Lim, K. H., Sia, C. L., Lee, M. K. O., & Benbasat, I. (2006). Do I trust you online, and if so, will I buy? An empirical study of two trust-building strategies. Journal of Management Information Systems, 23(2), 233-266.
Lim, S. H., Lee, S., Yeon, H., & Koh, C. E. (2009). Role of trust in adoption of online auto insurance. Journal of Computer Information Systems, 50(2), 151-159.
Lin, H. F. (2006). Understanding behavioral intention to participate in virtual communities. CyberPsychology & Behavior, 9(5), 540-547.
Liu, C., Marchewka, J. T., Lu, J., & Yu, C.-S. (2005). Beyond concern—a privacy-trust-behavioral intention model of electronic commerce. Information & Management, 42(2), 289-304.
Lu, Y., Zhao, L., & Wang, B. (2010). From virtual community members to C2C e-commerce buyers: trust in virtual communities and its effect on consumers' purchase intention. Electronic Commerce Research and Applications, 9(4), 346-360.
Lymperopoulos, C., & Chaniotakis, I. E. (2008). Price satisfaction and personnel efficiency as antecedents of overall satisfaction from consumer credit products and positive word of mouth. Journal of Financial Services Marketing, 13(1), 63-71.
Maheswaran, D., & Meyers Levy, J. (1990). The influence of message framing and issue involvement. Journal of Marketing Research, 27(3), 361-367.
Marsden, P., & Kirby, J. (2006). Connected marketing: the viral, buzz and word of mouth revolution: Butterworth-Heinemann.
Martin, W. C., & Lueg, J. E. (2011). Modeling word-of-mouth usage. Journal of Business Research, 8.
Matos, C. A. d., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578-596.
Mayer, R. C., Davis, J. H., & Schoorman, F. D. (1995). An integrative model of organizational trust Academy of Management Review, 20(3), 709-734.
McCarter, M. W., & Northcraft, G. B. (2007). Happy together?: Insights and implications of viewing managed supply chains as a social dilemma. Journal of Operations Management, 25(2), 498-511.
McKnight, D. H., & Chervany, N. L. (2001). What trust means in e-commerce customer relationships: an interdisciplinary conceptual typology. International Journal of Electronic Commerce, 6(2), 35-69.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: an integrative typology. Information System Research, 13(3), 334-359.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The Journal of Strategic Information Systems, 11(3–4), 297-323.
Mizerski, R. W. (1982). An attribution explanation of the disproportionate influence of unfavorable information. Journal of Consumer Research, 9(3), 301-310.
Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101.
Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers and users of market research: the dynamics of trust within and between organizations. Journal of Marketing Research, 29(3), 314-328.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20.
Mowen, J. C., & Minor, M. (2001). Consumer behavior: a framework 2nd ed. U. S. River (Ed.) New Jersey: Prentice-Hall
Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing: A re-examination of the commitment-trust theory (Vol. 41, pp. 1173-1202). European Journal of Marketing: Emerald Group Publishing Limited.
Nahapiet, J., & Ghoshal, S. (1998). Social capital, intellectual capital, and the organizational advantage. The Academy of Management Review, 23(2), 242-266.
Nichani, M., & Hung, D. L. (2002). Can a community of practice exist online? Educational Technology, 42(4), 49-54
Nunnally, J. R. (1978). Psychometric theory. New York.
Ohanian, R. (1991). The impact of celebrity spokespersons' perceived image on consumers' intention to purchase. Journal of Advertising Research, 31(1), 46-54.
Okazaki, S. (2009). Social influence model and electronic word of mouth. International Journal of Advertising, 28(3), 439-472.
Park, C., & Lee, T. M. (2009). Information direction, website reputation and eWOM effect: a moderating role of product type. Journal of Business Research, 62(1), 61-67.
Park, C., Wang, Y., Yao, Y., & Kang, Y. R. (2011). Factors influencing eWOM effects: using experience,credibility, and susceptibility. International Journal of Social Science and Humanity, 1(1).
Park, D. H., & Kim, S. (2008). The effects of consumer knowledge on message processing of electronic word-of-mouth via online consumer reviews. Electronic Commerce Research and Applications, 7(4), 399-410.
Paul, D. (2007). Measuring the value of electronic word of mouth and its impact in consumer communities. Journal of Interactive Marketing, 21(2), 63-79.
Pavlou, P. A. (2003). Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance Model. International Journal of Electronic Commerce, 7(3), 101-134.
Pavlou, P. A., & Gefen, D. (2004). Building effective online marketplaces with institution-based trust. information Systems Research, 15(1), 37-59.
Preece, J. (2000). Online communities designing usability supporting sociability. New York:Wiley.
Prestion, C. (2000). The problem with micro-marketing. Journal of Advertising Research, 40(4), 55-58.
Putrevu, S., & Lord, K. R. (1994). Comparative and noncomparative advertising: attitudinal effects under cognitive and affective involvement conditions. Journal of Advertising, 23(2), 77-91.
Reynolds, K. E., & Arnold, M. J. (2000). Customer loyalty to the salesperson and the store: examining relationship customers in an upscale retail context. The Journal of Personal Selling & Sales Management, , 20(2), 89-98.
Rheingold, H. (1993). The virtual community: homesteading on the electronic frontier Harper Perennial Publishers, New York
Richard, P. A., & Anthony, J. C. (1999). Internet community primer overview and business opportunities. Harper Collins Publishing Inc.
Ridings, C. M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. Journal of Strategic Information Systems, 11(3-4), 271-295.
Romm, C., Pliskin, N., & Clarke, R. (1997). Virtual communities and society: toward an integrative three phase model. International Journal of Information Management, 17(4), 261-270.
Rothaermela, F. T., & Sugiyama, S. (2001). Virtual internet communities and commercial success: individual and community-level theory grounded in the atypical case of TimeZone.com. Journal of Management 27, 297-312.
Rotter, J. B. (1967). A new scale for the measurement of interpersonal trust. Journal of Personality, 35(4), 651-665.
Saxton, T., & Dollinger, M. (2004). Target reputation and appropriability: picking and deploying resources in acquisitions. Journal of Management, 30(1), 123-147.
Schlosser, A. E. (2005). Source perceptions and the persuasiveness of internet word-of-mouth communication. Advances in Consumer Research, 32(1), 202-203.
Schoell, W. F., & Guiltinan, P. J. (1993). Marketing Essentials Kluwer Academic Publisher Press.
Schurr, P. H., & Ozanne, J. L. (1985). Influence on exchange processes: buyers' preconceptions of a seller's trustworthiness and bargaining toughness. Journal of Consumer Research, 11(4), 939-953
Shen, Y.-C., Huang, C.-Y., Chu, C.-H., & Liao, H.-C. (2010). Virtual community loyalty: an interpersonal-interaction perspective. International Journal of Electronic Commerce, 15(1), 49-74.
Silverman, G. (1997). How to harness the awesome power of word of mouth. Direct Marketing, 60(7), 32.
Singh, J. (1990). Voice, exit, and negative word-of-mouth behaviors: An investigation across three service categories. Journal of the Academy of Marketing Science, 18(1), 1-15.
Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37.
Skowronski, J. J., & Carlston , D. E. (1987). Social judgment and social memory: The role of cue diagnosticity in negativity, positivity, and extremity biases. Journal of Personality and Social Psychology, 52(4).
Smith, D., Menon, S., & Sivakumar, K. (2005). Online peer and editorial recommendations, trust, and choice in virtual markets. Journal of Interactive Marketing, 19(3), 15-37.
Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising 26(2), 53-66.
Sproull, L., & Faraj, S. (1997). Atheism, sex, and databases: the net as a social technology.In: Kiesler,S.,(Ed.) Culture of the Internet (pp. 35-51). Mahwah: Lawrence Erlbaum Associates.
Sternthal, B., Phillips, L. W., & Ruby, D. (1978). The Persuasive Effect of Source Credibility: A Situational Analysis. The Public Opinion Quarterly, 42(3), 285-314.
Tabachnick, B. G., & Fidell, L. S. (2007). Using multivariate statistics (5th edition). Needham heights: MA:Allyn and Bacon.
Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of word-of-mouth versus traditional marketing: findings from an Internet social networking site. Journal of Marketing, 73(5), 90-102.
Tseng, S., & Fogg, B. J. (1999). Credibility and computing technology. Commun. ACM, 42(5), 39-44.
Valck, K. d., Bruggen, G. H. v., & Wierenga, B. (2009). Virtual communities: a marketing perspective. Decision Support Systems, 47(3), 185-203.
Wakefield, R. L., Stocks, M. H., & Wilder, W. M. C. (2004). The role of web site characteristics in intial trust formation. The Journal of Computer Information Systems, 45(1), 94-103.
West, M. D. (1994). Validating a scale for the measurement of credibility: a covariance structure modeling approach. Journalism & Mass Communication Quarterly 71(1), 159-168
Westbrook, R. A. (1987). Product/ Consumption-Based affective responses and postpurchase processes. Journal of Marketing Research (JMR), 24(3), 258-270.
Wiedenfels, G. (2009). Trust of potential guyers in new entrepreneurial ventures. In Gabler (Ed.): Wiesbaden:GWV Faceverlage GmbH.
Wright, P. (1974). The harassed decision maker: Time pressures, distractions, and the use of evidence. Journal of Applied Psychology, 59(5), 555-561.
Wu, J. J., Chen, Y. H., & Chung, Y. S. (2010). Trust factors influencing virtual community members: A study of transaction communities. Journal of Business Research, 63(9-10), 1025-1032.
Wu, J. J., & Tsang, A. S. L. (2008). Factors affecting members' trust belief and behaviour intention in virtual communities. Behaviour & Information Technology, 27(2), 115-125.
Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12(3), 341-352.
Zhang, J. Q., Craciun, G., & Shin, D. (2010). When does electronic word-of-mouth matter? a study of consumer product reviews. Journal of Business Research, 63(12), 1336-1341.
Zhang, W., & Watts, S. (2003). Knowledge adoption in online communities of practice. International Conference on Information Systems, 96-109.












網站部份
i-Buzz.(2010). 口碑引爆從眾效應Retrieved 6, 2012, from http://i-buzzresearchcenter.blogspot.tw/2010/10/blog-post_28.html
Inside. (2012). 社群網站 – 男女使用習慣大不同 Retrieved 5, 2012, from http://www.inside.com.tw/2012/02/22/different-behavior-man-woman
PQmedia. (2009). Exclusive PQ media research: despite worst recession in decades, brands increased spending on word-of-mouth marketing 14.2% to $1.54 billion in 2008 Retrieved 11, 2011, from http://www.pqmedia.com/about-press-20090729-wommf.html
ZOL排行榜. (2012). 手机品牌排行榜 Retrieved 4, 2012, from http://top.zol.com.cn/
台灣網路資訊中心. (2011). 2011年臺灣寬頻網路使用調查 Retrieved 3, 2012, from http://www.twnic.net.tw/download/200307/200307index.shtml
尼爾森. (2009). 全球網路消費者調查 Retrieved 11, 2011, from http://www.dingus.com.tw/article_03.html
尼爾森. (2010). 影響消費者購物決策—口碑行銷力量大 Retrieved 12, 2011, from http://tw.nielsen.com/news20100628.shtml
行政院勞委會職業訓練局. (2012). 上班族網路敗家大搜查 Retrieved 7, 2012 from http://www.nownews.com/2012/03/17/327-2795577.htm
行動智庫. (2011). NPD：Apple 榮登2011年消費性電子產品品牌第一名 Retrieved 5, 2011, from http://www.smartmobix.com.tw/http%3A/%252Fwww.smartmobix.com.tw/NPD_CE_201202
波仕特線上市調. (2009). 網路購物女性偏好服飾、保養，男性偏愛3C產品 Retrieved 5, 2012, from http://www.pollster.com.tw/Aboutlook/lookview_item.aspx?ms_sn=549
動腦傳播. (2012). 口碑轉成銷售 美妝商品酷行銷！ Retrieved 3, 2012, from http://www.brain.com.tw/News/NewsContent.aspx?ID=16637#ArchorAlert
動腦傳播. (2012). 社群還有新可能嗎？ Retrieved 3, 2012, from http://www.brain.com.tw/News/NewsContent.aspx?ID=16664
國家通訊傳播委員會. (2012). 行動訊信業務客戶 Retrieved 5, 2012, from http://www.ncc.gov.tw/chinese/news.aspx?site_content_sn=2017&is
創市際. (2010). 口碑篇 Retrieved 11, 2011, from http://www.insightxplorer.com/specialtopic/2010_09_24.htm
創市際. (2010). 網路口碑影響大-網友購物前會先參考虛擬社群意見 Retrieved 11, 2011, from http://www.insightxplorer.com/news/news_05_28_10.html
創市際. (2011). 台灣地區年齡族群網站使用狀況 Retrieved 5, 2012, from http://www.iama.org.tw/upload/ResourceReport/20110708044318841.pdf
創市際. (2012). 創市際月刊報告書 Retrieved 5, 2012, from http://news.ixresearch.com/?p=5375#more-5375
創新發現誌. (2012). 網購，我最大! Retrieved 5, 2012, from http://ideas.org.tw/magazine_article.php?f=130
資策會. (2012). Usability Research-使用者瀏覽社群網站的行為分析 Retrieved 5, 2012, from http://www.find.org.tw/find/home.aspx?page=news&id=6414
資策會MIC. (2011). 網路社群媒體發展分析 Retrieved 5, 2012, from http://mic.iii.org.tw/aisp/reports/reportdetail_register.asp?docid=2965&rtype=freereport
電子商務時報. (2010). 男女大不同 社群網站玩不同 Retrieved 5, 2012, from http://www.ectimes.org.tw/Shownews.aspx?id=100926235940