隨著網路使用人口增加，使得訊息的傳遞更加無遠弗屆。網際網路，提供了消費者新的訊息與口碑溝通平台。在針對網路口碑進行的研究中，多數是以實體商品進行研究，針對服務產品的研究較為匱乏。因此，本研究針對服務產品-民宿產業進行探討，由於服務產品是無形且無法輕易被描述的，且在親身體驗之前是無法衡量服務產品的價值，也因此他人經驗的影響相形重要。
由於消費者當無法親身體驗民宿的服務前難以衡量民宿的品質好壞，因此，消費者相對較為依賴他人經驗的口碑以降低風險與不確定性（Bansal & Voyer, 2000; Murray, 1991; Olshavsky & Granbois, 1979）。也因此，消費者藉由瀏覽產品的資訊與網路口碑（eWOM，electronic word-of-mouth），作為最後是否決定購買的參考。
本研究以曾在網路上搜尋過民宿的網路口碑者為對象，並以網路問卷及實體問卷的方式發放問卷，共回收344份問卷，有效問卷共343份。本研究以因素分析及信度分析、Ｔ檢定、變異數分析、相關分析及迴歸分析進行統計分析，得到以下實證結果：
ㄧ、網路口碑會影響消費者的知覺風險。
二、知覺風險會影響消費者的購買意願。
三、知覺風險在網路口碑與購買意願之間具有部分中介效果

While the amounts of internet users grow up, people around the world communicate the information with each other everywhere. The Internet gives consumers new communication platforms to share their messages、information and word-of-mouth.
The research on electronic word-of-mouth, there has been relatively limited research published which examines the service products. Therefore, we focus on the service products-Bed and Breakfast Accommodation. Service products are intangible and cannot be easily described, before they experience the service, they can’t measure the value of service products. Thus, the experience of others is important.
When consumers can’t experience the service of the bed and breakfasts, they tend to rely on word-of-mouth from an experienced source to lower perceived risk and uncertainty.（Bansal & Voyer, 2000; Murray, 1991; Olshavsky & Granbois, 1979）Therefore, consumers search the information and eWOM (electronic word-
of-mouth) of products to make purchasing decision.
In this study, we find someone who have found the eWOM of the bed and breakfasts to finish the surveys. We use the Internet and the paper form to deliver the surveys, and we got 344 surveys back. In this research, there are there findings:
1.eWOM has an effect on consumers’ perceived risk.
2.Perceived risk has an effect on consumers’ purchasing intention.
3.Perceived risk has a mediating partial effect among eWom and purchase intention.

一、英文文獻
1. Arndt, J. (1967), “Role of Product-Related Conversations in the Diffusion of a New Product,” Journal of Marketing Research, 4, pp.291-295.
2. Anderson, Eugene W. (1998), “Customer Satisfaction and Word of Mouth,” Journal of Service Research, 1 (1), pp.5-17.
3.Andy Semovitz (2012), “Word of Mouth Marketing: How Smart Companies Get People Talking,” U.S.A: Greenleaf Book Group Press.
6. Bauer, R.A. (1960), “Consumer Behavior As Risk Taking,” In R.S. Hancock (eds.), Dynamic Marketing for a Changing World, Chicago: American Marketing Association, pp.389-393.
7. Bettman, James R. (1972), “Perceived Risk: A Measurement Methodology and Preliminary Findings,” In SV-Proceedings, Third Annual Conference of the Advances in Consumer Research. Ed. M. Venkatesan. College Park,MD: Association for Consumer Research, pp.394-403.
4. Bearden, William O. & Michael J. Etzel(1982), “Reference Group Influence on Product and Brand Purchase Decisions,” Journal of Consumer Research, 9, pp.183-194.
5. Bone, P. F., (1995), “Word-of-Mouth Effects on Short-Term and Long-Term Product Judgment,” Journal of Business Research, 32, pp.213-223.
6. Bansal, H.S.& Voyer, P.A. (2000), “Word-of-Mouth Processes Within a Services Purchase Decision Context,” Journal of Service Research, 3 (2), pp.166-177.
7. Cunningham, S. (1967), “The Major Dimension of Perceived Risk,” Cox, D.(ed.), Risk Taking and Information Handling in Consumer Behavior , Boston: Harvard University Press, pp.82-108.
8. Chatterjee, P. (2001), “Online Reviews: Do Consumers Use Them?” Advances in Consumer Research, 28, pp.129-133.
9. Christy M.K. Cheung, Matthew K.O. Lee & Dimple R. Thadani (2009), “The Impact of Positive Electronic Word-of-Mouth on Consumer Online Purchasing Decision,” Visioning and Engineering the Knowledges Society. A Web Science Perspective Lecture Notes in Computer Science, 5736, pp.501-510.
10. Christy M.K. Cheung & Matthew K.O. Lee (2012), “What Drives Consumers to Spread Electronic Word of Mouth on Online Consumer Opinion Platform,” Decision Support Systems, 53(1), pp.218-225.
11. Donald F. Cox (1967), “Risk Taking and Information Handling in Consumer Behavior,” Boston : Harvard University Press.
12. Dodds, William B., Monroe, Kent B., Grewal & Dhruv (1991), “Effects of Price, Brand, and Store Information on Buyers' Product Evaluations,” Journal of Marketing Research. 28(3), pp.307.
13. Dowling, G. R. & Staelin, Richard (1994), A Model of Perceived Risk and Intended Risk-Handling Activity,” Journal of Consumer Research, 1(21), pp.119-133.
14. Dellarocas, C. (2003), “The Digitization of Word of Mouth: Promise and
Challenges of Online Feedback Mechanisms,” Management Science, 49(10), pp.1407-1424.
15. Engel, J.F., Blackwell, R.D. & Kegerreis, R.J. (1969), “How Information is Used to Adopt an Innovation,” Journal of Advertising Research, 9(4), pp.3-8.
16. Evans, M. et al. (2001), “Consumer Interaction in the Virtual Era: Some Qualitative Insights,” Qualitative Market Research, 4(3), pp.150-159.
17. Feick, L.F. & Price, L.L. (1987), “The Market Maven: A Diffuser of Marketplace Information,” Journal of Marketing, 51(1), pp.83-97.
18. Haywood, K. Michael (1989), ”Managing Word of Mouth Communications,” The Journal of Service Marketing, 3(2) , pp.59.
19. Herr, Frank Kardes, & John Kim,(1991), “Effect of Word-of-Mouth and Product-Attribute Information on Persuasion an Accessibility-Diagnostic
Perspective,” Journal of Consumer Research, 17, pp.454-462.
20. Hogg, M. K. & Mitchell, P. C. N. (1996), “Identity, Self and Consumption: A Conceptual Framework,” Journal of Marketing Management ,12, pp.629-644.
21. 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), pp.38-52.
22. James R. Bettman (1970), “Information Processing Models of Consumer Behavior,” Journal of Marketing Research, 7, pp.370-6.
23. Jacoby, Jacob & Leon B. Kaplan (1972), “The Components of Perceived Risk,” Proceedings, Third Annual Conference. Ed. M. Venkatesan. Urbana, IL: Association for Consumer Research.
24. Ivan Ross (1975), “Perceived Risk and Consumer Behavior: A Critical Review,” Advances in Consumer Research, 2, pp.1-20.
25. Katz, E. & Lazarsfeld, P.E. (1955), “Personal Influence: The Part Played by People in the Flow of Mass Communications,” Glencoe, IL: The Free Press.
26. Keith B. Murray & John L. Schlacter (1990) , “The Impact of Services versus Goods on Consumers' Assessment of Perceived Risk and Variability,” Journal of the Academy of Marketing Science, 18(1), pp.51-65.
27. Kenny, D.A., Kashy, D.A. & Bologer N.(1998), “Data Analysis in Social Psychology,” In D.T. Gilbert, S.T. Fiske and Lindzey(Eds.), the handbook of social psychology(4thed), Boston: McGraw Hill.
28. Lewis, R. C. & Chambers, R. E. (2000), Marketing Leadership in Hospitality, Foundations and Practices, (3rd ed). New York: Wiley.
29. Murray, K.B. (1991), “A Test of Service Marketing Theory: Consumer Information Acquisition Activities,” Journal of Marketing, 55 (1), pp.10-15.
30. Olshavsky, R. W. & Granbois, D. H. (1979), “Consumer Decision Making: Fact or Fiction?” Journal of Consumer Research, 6 (2), pp.93-100.
31. Peter, J. Paul , Lawrence X. & Tarpey, Sr. (1975), “A Comparative Analysis of Three Consumer Decision Strategies,” Journal of Consumer Research, 2, pp.29-37.
32. Pollach, I. (2005), “Trust, Quality, and Motivation in Consumer-to-Consumer Interactions on the WWW,” Managing Modern Organizations with Information Technology. Ed. M. Khosrow-Pour. Hershey: Idea Publishing. pp.425-428.
33. Park, D. H., Lee, J., & Han, I. (2007), “The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement,” International Journal of Electronic Commerce, 11(4),
pp.125-148.
34. Reynolds F. D. and Wells W. D. (1977), “Consumer behavior,” McGraw-Hill New York.
35. Richins, M.L. (1983), “Negative Word-of-Mouth by Dissatisfied Consumers: A Pilot Study,” Journal of Marketing, 47 (1), pp.68-78.
36. Richins, M. L., & Root-Shaffer, T. (1988), “The Role of Involvement and Opinion Leadership in Consumer Word of Mouth: An Implicit Model Made Explicit,” Advances in Consumer Research, 15, pp.32-36.
37. Rafael Curra´s-Pe´rez, Carla Ruiz-Mafe´ & Silvia Sanz-Blas (2013), “Social Network Loyalty: Eevaluating the Role of Attitude, Perceived Risk and Satisfaction,” Online Information Review, 37(1), pp.61-82.
38. Schiffman, L.G. (1972), “Perceived Risk in New Product Trial by Elder Consumers,” Journal of Marketing Research, 9, pp.1136-108.
39. Swaminathan, V., E. Lepkowska-White, & B. P. Rao (1999), “Browser or Buyers in Cyberspace? An Investigation of Factors Influencing Electronic Exchange,” Journal of Computer-Mediated Communication, 5(2).
40. Stephen W. Litvin, Ronald E. Goldsmith & Bing Pan (2008),Electronic Word-of-Mouth in Hospitality and Tourism Management,” Tourism Management, 29, pp.458-468.
41. Ulrike Gretzel & Kyung Hyan Yoo (2008), “Use and Impact of Online Travel Reviews,” Information and Communication Technologies in Tourism, pp.35-46.
42. Vicki G. Morwitz and David Schmittlein (1992), “Using Segmentation to Improve Sales Forecasts Based on Purchase Intent: Which "Intenders" Actually Buy,” Journal of Marketing Research, 29(4), pp. 391-405.
43. Zeithaml, V. A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence,” Journal of Marketing,52(3), pp.2

二、中文文獻
陳昭郎、張東友（2002）,台灣農村民宿之類型及其行銷策略。農業經營管理會訊，33，16-20。