隨著網路發展迅速與網路論壇的盛行，廠商也趁此潮流利用網路論壇宣傳廣編文章(Advertorial)以增加其曝光率。然而，網路論壇回覆口碑(WOM from Replies)與消費者之論壇使用經驗(User Experience)可能會讓消費者對該廣編文章品牌印象產生不同的影響。因此，本研究採推敲可能性模式(elaboration likelihood model, ELM)理論，探討文章品質(Argument Quality)，文章吸引力(Attractiveness) 以及品牌信譽(Brand Credibility)對論壇回覆口碑與態度之影響，進而影響消費者對該品牌的印象。此外，另檢驗論壇使用經驗對回覆口碑和態度對品牌印象的干擾效果。研究採網路問卷方式共取得415份有效問卷，並以驗證性因素分析(CFA)及結構方程模型(SEM)與兩群組結構方程模型(Two Groups SEM)進行分析。資料分析結果顯示，文章品質會正向影響使用者對廣告文章的態度，但對回覆口碑並無顯著影響。文章吸引力對使用者態度和回覆口碑皆有正向影響，品牌信譽對態度則不顯著，但對回覆口碑有顯著影響。另外，使用者態度和回覆口碑對於品牌印象皆有顯著影響。在干擾效果方面，高經驗群使用者在廣編文章態度對品牌印象之間產生干擾效果比低經驗群使用者要高。最後，本研究建議行銷人員在設計網路上的廣編文章時，盡量圖文並茂。並且可以針對廣編文章提出一些可以幫助消費者更了解該產品的回覆，使消費者對該品牌有較正面的印象。

With the rapid development of the Internet and the popularity of online forums, firms now use online forums as promotional tools by posting advertorials. However, replies (WOM from replies) and user experience can generate different brand impressions of advertorials. In this study, a model based on the elaboration likelihood model (ELM) was developed to investigate the impact of argument quality, attractiveness and brand credibility on attitude toward advertorials and WOM from replies. Then the effects of attitude toward advertorials, and WOM from replies on brand impressions could be obtained. Furthermore, this study also examined the moderating effect of user experience. 415 valid responses were collected using an online-based questionnaire. Confirmatory factor analysis (CFA) and structural equation model (SEM) were adopted for data analysis. The results indicated that brand credibility and attractiveness have positive effects on WOM from replies, but argument quality doesn't. In addition, argument quality and attractiveness were found to have a direct impact on attitude toward advertorial. Furthermore, both WOM from replies and attitude toward advertorials were shown to be positively related to brand impressions. User experience was shown to have a moderating effect on the relationship between attitude toward advertorials and brand impressions. This study suggests that when designing advertorials, marketers should consider both texts and pictures. It is also helpful to post some informative replies about the advertorials to generate positive brand impressions.

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