基於人際關係的承諾與信任機制，消費者在購買決策上，往往更多是依賴非正式的人際傳播訊息來源，也就是說，相較之下口碑傳播較傳統的行銷媒體具有較高的影響力以及說服力；在國人旅遊調查報告中，我們可以發現國人十分仰賴親朋好友的口碑訊息，進行旅遊商品的選擇。因此，本研究認為建立消費者對於該旅遊網站的口碑相當重要。本文以旅遊網站為研究情境，並以知覺價值理論為基礎，使用Zeithaml(1988)針對知覺價值所提出的品質-價值-行為意圖模式結合知覺風險的分析，探討顧客使用旅遊網站的知覺歷程如何影響消費者的口碑傳遞意圖。

　　研究結果顯示，網站知覺品質中的系統品質、資訊品質、服務品質，以及知覺風險的心理風險與知覺價值中的情感價值有關聯，尤其是服務品質；此外，網站知覺品質中的服務品質與知覺價值中的社會價值有顯著的關聯，而網站知覺品質中的系統品質與知覺價值中的社會價值無顯著關聯。另一方面，本研究顯示網站知覺品質中的系統品質與知覺風險中的心理風險、財務風險與知覺價值中的功能價值無顯著的關聯，但網站知覺品質中的資訊品質、服務品質與知覺價值中的功能價值有顯著的關聯‧最後，本研究發現知覺價值中的情感價值、社會價值、功能價值與消費者對於網站的口碑傳遞意圖有顯著關聯。

Based on the commitment between each other and trust mechanism, on buying decisions, the consumer is often more dependent on informal source than from traditional marketing media. That is to say, compared to traditional marketing media, word-of-mouth has more influence and persuasion. In the national tourism survey report, we can find that Taiwanese people rely on the word of mouth from friends and relatives to make the choice of tourist commodities. Comprehensive above, this study thought establishing consumer word of mouth is important to the travel sites, so this article selects tourism website as the research subject, and on the basis of perceived value theory combined with Zeithaml (1988) in view of the perceived value of the proposed quality - value - behavior intention model and characteristics, in a comprehensive way, describe how the customers use perception of travel sites to affect consumer word-of-mouth intention.

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