本研究主要研究台灣的電子商務世界中，影響網路購物評價信賴程度的要素，以及網路購物評價信賴程度與購買決策中的干擾變數。在影響網路購物評價信賴程度的因素當中，加入了產品特性、人格特質、網站情境、離線評價等四項因素。而在干擾變數的部分則是探討了購物決策時間對於購物評價信賴程度與購買決策間的調節效果。研究結果顯示消費者會願意多花一點錢來購買網路上較具有正面評價的商品，此外，不論是哪一種人個特質的消費者，均對於具有特殊性、不易與他人相同的商品具有興趣。而在離線評價的部分，研究結果顯示出當離線評價的結果與網路評價有出入時，大部分的消費者都會傾向相信離線評價。
另外在干擾變數的部分，顯示出購物決策時間對於購買決策具有調節效果，儘管電子商務廠商可以利用一些策略(例如限時特價、限時免運)等方式縮短消費者的購物決策時間，但對於消費者的再次購買意願卻是有著負向影響，大部分的消費者認同廠商的這些策略會鼓勵他們購買更多清單以外的商品，但對於再次購買該家商品或是推薦給他人卻是卻步的。因此本研究假設成立。

This study investigates the elements which will affect customers’ reliance on online review. The elements are product characteristics, customer characteristics, website design, and offline review. Also, I added a moderator between customers’ online review and purchase decision.
In the empirical results, I found out that when customers purchase merchandise on online websites, they are willing to pay more money to buy the products which have more positive online review. As for the customer characteristic, it also showed that any type of customer characteristic will prone to buy things which have unique product design. Moreover, when offline review and online review have different results, customers will also prone to believe offline review.
On the other hand, when we checked the effect of moderator, we also found out that although customers will buy more merchandise due to firms’ time strategies (such as sale—limited time only, ) customers hold negative willing to buy it again or recommend it to other customers. As a result, in this study, the hypothesis of moderator is also tenable.

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