Facebook是威士忌消費者獲得資訊的管道，使用者可以自由地進行意見交流，常見的參與者包括業餘品飲者、威士忌專家與洋酒代理商，他們可能基於不同的目的發文。本研究使用Sussman and Siegal 所提出之資訊採用模型，欲探討消費者的資訊處理過程。模型中論點品質和來源可信度會影響讀者對於資訊有用性的認知，並且進一步影響讀者的資訊採用，本研究進一步將資訊採用連結至購買意願，除了探討模型中各構面的關聯，也分析威士忌的消費者對於不同資訊來源的可信度認知是否有差異，在閱讀相同內容，不同資訊來源的貼文之後的購買意願是否有差異。

本研究使用量化分析的方式，在威士忌Facebook社團發放網路問卷，總共蒐集了403份問卷，其中375份為有效問卷，經由路徑分析、迴歸分析和ANOVA分析得出研究結果，其中來源可信度和資訊有用性的關係不顯著，讀者在閱讀不同資訊來源的相同貼文後的反應也沒有顯著差異，論點品質才是主要的影響因子，本研究也發現威士忌社團的成員多屬於高涉入程度和高產品知識，而高能力和意願者確實是透過中央路徑的論點品質處理資訊。

Facebook is a channel for whiskey consumers to obtain information, and users can exchange opinions freely. Common participants include amateur drinkers, whiskey experts, and foreign wine agents. They may post for different purposes. This study uses the information adoption model proposed by Sussma and Siegal to explore consumers' information processing process. The quality of arguments and source credibility in the model will affect readers’ cognition of the usefulness of information, and further affect readers’ information adoption. This study further links information adoption to purchase intentions. Whether whiskey consumers have different perceptions of the credibility of different information sources, and whether there are differences in purchase intentions after reading the same content and posts from different information sources.

This study used quantitative analysis to distribute online questionnaires in the whiskey Facebook community. A total of 403 questionnaires were collected, of which 375 were valid questionnaires. The research results were obtained through path analysis, regression analysis and ANOVA analysis. The source credibility There is no significant relationship with the usefulness of information, and there is no significant difference in readers' responses after reading the same post from different information sources. The quality of the argument is the main influencing factor. This study also found that most members of the whiskey community belong to a high degree of involvement and high product knowledge, while high ability and willingness do process information through the argument quality of the central route.

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