由於網路普及，電子商務是一快速成長的產業，同時人們的消費行為也因此有了轉變，大於一半的網路使用者透過網路購買產品(2016)，且行動裝置的網路普及率已經超過60%(2017)，更代表消費者無時無刻暴露在網路資訊下。對於新興品牌，網路是一成本低且最有效觸及顧客的方式，然而新興品牌經常因為知名度不足，在資訊氾濫的網路中經常被消費者所忽略。
因此本研究將探討如何透過網路平台信任、商品資訊傳達、參照群體、搜尋引擎優化的方式來建立消費者會於未知品牌產品的正向態度，進而使消費者有意願傳播該產品資訊，甚至購買。其中，產品屬性作為本研究的調節變數。研究結果如下:
1. 網路平台信任會使消費者對未知品牌產品產生正向態度，在搜尋性產品與經驗性產品屬性中，搜尋性產品有更顯著的影響。
2. 商品資訊傳達會使消費者對未知品牌產品產生正向態度，搜尋性產品與經驗性產品中，兩者影響並無顯不同。
3. 參照群體會使消費者對未知品牌產品產生正向態度。
4. 搜尋引擎優化會使消費者對未知品牌產品產生正向態度。
5. 正向的態度會促使消費者產生分享資訊及購買的行為。

E-commerce is a fast-growing industry and an unsaturated market these years. U.S Census Bureau News reported that 53% of internet users, over half of them, have made an online purchase in 2016, which obviously changed people’s habits of shopping. Internet is an entrance for people to start their new business. Among a large amount of brands and products shown on the internet, people often just notice and show preference to recognized brand because they subconsciously avoid new things, which was called neophobia (Goldstien, 2007) . In this study, we would like find out a way for unknown brand products to survive in the trend of e-commerce.
Virtual community trust, product message, reference group, and ranking of search engine result page were discussed as dominant factors that influence consumers’ attitude toward make unknown brand products. After people receiving information of unknown brand products around them, they will develop a positive attitude toward the unknown brand products, and still more, they start to voluntarily pass the information along or even trial and purchase the products. The moderator in this study is product category, search and experience product. Firstly, virtual community trust, product message, reference group, and ranking of search engine result page would generate positive effect on attitude toward unknown brand products. Secondly, search products make virtual community trust generate stronger influence on attitude toward unknown brand products. Third, once consumers hold higher attitude toward the unknown brand, they would have higher intention to purchase products from the brand.

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