線上評論已成為現今數位環境中不可或缺的一部分，不僅影響消費者的決策過程，也關係到企業發展的成功。評論內容包含消費者的使用經驗與滿意度，使其成為關鍵因素，同時也成為一種強大且值得信賴的工具。重要的是，任何人都可以參與線上評論的撰寫，而每則評論都會受到不同情境與條件的影響。
本研究的目的是探討消費者滿意度、信任、消費者參與與互動與消費者撰寫線上評論意圖之間的關係。本研究的目標在於驗證消費者滿意度、信任與消費者參與互動是否會影響消費者撰寫線上評論的意圖。
透過問卷調查，本研究發現：
1. 消費者撰寫線上評論的意圖確實受到消費者滿意度的顯著正向影響。
2. 消費者撰寫線上評論的意圖確實受到信任的顯著正向影響。
3. 消費者撰寫線上評論的意圖確實受到消費者參與互動的顯著正向影響，其中，消費者參與互動對於促使消費者留下評論扮演著最重要的角色。
針對線上購物平台的商業發展，相關主管機構與管理者可致力於建立友善、安全且多元的購物環境，以吸引潛在消費者。同時，應持續提供更新且豐富的產品與相關服務，以留住現有消費者並吸引新的顧客。一旦消費者對線上購物平台產生興趣，他們將花費更多時間進行線上購物，而其留下的評論將有助於平台吸引更多新顧客。
儘管大多數消費者在購買前已養成參考以及瀏覽線上評論的習慣，而維持消費者撰寫線上評論的意圖也已成為線上購物平台的關鍵課題，但對於平台管理者與管理機構而言，最重要的工作仍是提升消費者滿意度、經營值得信賴與可靠的線上平台，並鼓勵消費者進行線上購物。

Online review has become an indispensable part of the digital environment, affecting the decision-making process of consumers as well as the success of enterprise development. The review delivers such as consumer experiences and customer satisfaction for making itself become critical, and as well as making itself become a powerful and credible tool. Importantly, everyone can be an expert in the enumeration of online review, and each online review will be embedded in various situations and conditions. The aims of study hence are to scrutinize the relationships among consumer satisfaction, trust, customer engagement, and the consumer intention of writing online reviews. The objectives of research are to test whether consumer satisfaction, trust, or customer engagement affect to the consumer intention of Writing online review.
By using questionnaire survey, the study finds that Consumer Writing Intention of Online Review indeed is significantly positively affected by consumer satisfaction; Consumer Writing Intention of Online Review indeed is significantly positively affected by the trust; Consumer Writing Intention of Online Review indeed is significantly positively affected by customer engagement; customer engagement is the most important role in making consumers leave online reviews.
As for the business development of online shopping platforms, the authorities and relevant managers can build friendly, secured, miscellaneous online shopping platforms to appeal to potential consumers for use, and simultaneously advocate to provide updated and prolific products and relevant services to keep interested consumers and develop new ones. Once the consumers are fascinated by online shopping platforms, they will take more time to purchase online, and the possible online review could help the online shopping platform to attract more customers then.
Although reading online reviews has become a habit for most consumers before purchasing, and sustaining the Consumer Writing Intention of Online Review indeed has become the critical lesson for most online shopping platforms, the most important work for those authorities and managers still are advocating the completion of consumer satisfaction, the operation of reliable and credible online platform, and the encouragement of purchasing online

Ahmed, S., Al Asheq, A., Ahmed, E., Chowdhury, U. Y., Sufi, T., & Mostofa, M. G. (2023). The intricate relationships of consumers’ loyalty and their perceptions of service quality, price and satisfaction in restaurant service. The TQM Journal, 35(2), 519-539.
Al-Abbadi, L., Bader, D., Mohammad, A., Al-Quran, A., Aldaihani, F., Al-Hawary, S., & Alathamneh, F. (2022). The effect of online consumer reviews on purchasing intention through product mental image. International Journal of Data and Network Science, 6(4), 1519-1530.
Alawadhi, A., & Yoon, S. Y. (2016). Shopping behavioral intentions contributed by store layout and perceived crowding: An exploratory study using computer walk–through simulation. Journal of Interior Design, 41(4), 29-46.
Arora, L., Singh, P., Bhatt, V., & Sharma, B. (2021). Understanding and managing customer engagement through social customer relationship management. Journal of Decision Systems, 30(2-3), 215-234.
Barari, M., Ross, M., Thaichon, S., & Surachartkumtonkun, J. (2021). A meta‐analysis of customer engagement behaviour. International Journal of Consumer Studies, 45(4), 457-477.
Behnam, M., Hollebeek, L. D., Clark, M. K., & Farabi, R. (2021). Exploring customer engagement in the product vs. service context. Journal of Retailing and Consumer Services, 60(0), 102456.
Bell, E., Bryman, A., & Harley, B. (2022). Business Research Methods.New York :Oxford University Press.
Busalim, A. H., & Ghabban, F. (2021). Customer engagement behaviour on social commerce platforms: An empirical study. Technology in Society, 64(0), 101437.
Chaerudin, S. M., & Syafarudin, A. (2021). The effect of product quality, service quality, price on product purchasing decisions on consumer satisfaction. Ilomata International Journal of Tax and Accounting, 2(1), 61-70.
Chan, H. S. (2021). The relationship between aspect ratings and consumers' reviews: A case study of tripadvisor. Master Thesis. National Taiwan University, Taipei City,Taiwan.
Chao, W. (2018). Online shopping behavior of emerging shopping websites: Internet word of mouth, Herd behavior, Epidemic anxiety, Internal and external control personality traits, Consumer involvement as the variables.Master Thesis. Chinese Culture University, Taipei City,Taiwan.
Chatterjee, S., Chaudhuri, R., Vrontis, D., & Thrassou, A. (2022). The influence of online customer reviews on customers’ purchase intentions: A cross-cultural study from India and the UK. International Journal of Organizational Analysis, 30(6), 1595-1623.
Chen, Y. T. (2023). How reviewers’ profiles affect user’s judgment of physician. Master Thesis. National Taiwan University, Taipei City,Taiwan.
Chen, S. J., Waseem, D., Xia, Z. R., Tran, K. T., Li, Y., & Yao, J. (2021). To disclose or to falsify: The effects of cognitive trust and affective trust on customer cooperation in contact tracing. International Journal of Hospitality Management, 94(0), 102867.
Devine, D., Gaskell, J., Jennings, W., & Stoker, G. (2021). Trust and the coronavirus pandemic: What are the consequences of and for trust? An early review of the literature. Political Studies Review, 19(2), 274-285.
Ert, E., Fleischer, A., & Magen, N. (2016). Trust and reputation in the sharing economy: The role of personal photos in Airbnb. Tourism Management, 55(0), 62-73.
Fan, W. M. (2017). The effects of user review on consumers purchase intention-need for cognition and purchase involvement as moderating variables . Master thesis. Chung Yuan University, Taoyuan City, Taiwan
Filieri, R. (2015). What makes online reviews helpful? A diagnosticity-adoption framework to explain informational and normative influences in e-WOM. Journal of Business Research, 68(6), 1261-1270.
Gao, M., & Huang, L. (2021). Quality of channel integration and customer loyalty in omnichannel retailing: The mediating role of customer engagement and relationship program receptiveness. Journal of Retailing and Consumer Services, 63(0), 102688.
Geebren, A., Jabbar, A., & Luo, M. (2021). Examining the role of consumer satisfaction within mobile eco-systems: Evidence from mobile banking services. Computers in Human Behavior, 114(0), 106584.
Hollebeek, L. D., Sharma, T. G., Pandey, R., Sanyal, P., & Clark, M. K. (2022). Fifteen years of customer engagement research: A bibliometric and network analysis. Journal of Product & Brand Management, 31(2), 293-309.
Jiang, Z., Wang, H., Xue, J., & Zhai, T. (2022). Propelling consumer engagement via entrepreneurs' live streaming? Frontiers in Psychology, 13(0), 890707.
Kalinić, Z., Marinković, V., Kalinić, L., & Liébana-Cabanillas, F. (2021). Neural network modeling of consumer satisfaction in mobile commerce: An empirical analysis. Expert Systems with Applications, 175(0), 114803.
Kim, D. Y., & Kim, H. Y. (2021). Trust me, trust me not: A nuanced view of influencer marketing on social media. Journal of Business Research, 134(0), 223-232.
Kim, E., Na, K., Yoo, B., & Kyung, Y. (2022). Click-through rates and consumer satisfaction: A pilot study analyzing the preferences of South Korean online news consumers. Mathematical Statistician and Engineering Applications, 71(3s), 494-513.
Kusno, K., Deliana, Y., Sulistyowati, L., Komaladewi, R., Rochdiani, D., & Trimo, L. (2023). Dominant factors influencing consumer satisfaction with the online purchase decision process through social commerce: A study of organic black rice in Indonesia. International Journal of Data and Network Science, 7(2), 833-846.
Legood, A., van der Werff, L., Lee, A., den Hartog, D., & van Knippenberg, D. (2023). A critical review of the conceptualization, operationalization, and empirical literature on cognition‐based and affect‐based trust. Journal of Management Studies, 60(2), 495-537.
Lestari, I., & Maharani, M. (2023). Investigating the effect of customer reviews and online customer ratings on purchase intention: mediating role of word of mouth. International Journal of Finance, Economics and Business, 2(4), 313-321.
Li, T. J. (2023). Exploration of customer satisfaction of organic-food chain-store channels from online reviews: A case study of the retail stores of leezen in the 6 special municipalities of Taiwan. Master Thesis. National Kaohsiung Normal University, Kaohsiung City, Taiwan.
Li, C. Y., & Tsai, M. C. (2022). What makes guests trust Airbnb? Consumer trust formation and its impact on continuance intention in the sharing economy. Journal of Hospitality and Tourism Management, 50(0), 44-54.
Li, G., Wu, X., & Yuan, C. (2022). Research on improving online purchase intention of poverty-alleviation agricultural products in China: From the perspective of institution-based trust. Frontiers in Psychology, 13(0), 900328.
Liao, Y. M. (2024). Highly involved consumers' information processing and judgment of extreme scores in online ratings. Master Thesis. National Taiwan Normal University, Taipei City,Taiwan
Liu, Z. (2023). A review of the influence of other customers cues on customers’ engagement intention in the live streaming E-Commerce situation. Highlights in Business, Economics and Management, 18(0), 248-263.
Liu, Z., & Park, S. (2015). What makes a useful online review? Implication for travel product websites. Tourism management, 47(0), 140-151.
Ma, Y. (2021). Elucidating determinants of customer satisfaction with live-stream shopping: An extension of the information systems success model. Telematics and Informatics, 65(0), 101707.
Macheka, T., Quaye, E. S., & Ligaraba, N. (2024). The effect of online customer reviews and celebrity endorsement on young female consumers’ purchase intentions. Young Consumers, 25(4), 462-482.
Melović, B., Šehović, D., Karadžić, V., Dabić, M., & Ćirović, D. (2021). Determinants of Millennials' behavior in online shopping–Implications on consumers’ satisfaction and e-business development. Technology in Society, 65(0), 101561.
Meng, F., Guo, X., Peng, Z., Ye, Q., & Lai, K. H. (2022). Trust and elderly users' continuance intention regarding mobile health services: the contingent role of health and technology anxieties. Information Technology & People, 35(1), 259-280.
Meyer-Waarden, L. (2015). Effects of loyalty program rewards on store loyalty. Journal of Retailing and Consumer Services, 24(0), 22-32.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(0), 20-38.
Muliadi, M., Muhammadiah, M. U., Amin, K. F., Kaharuddin, K., Junaidi, J., Pratiwi, B. I., & Fitriani, F. (2024). The information sharing among students on social media: the role of social capital and trust. VINE Journal of Information and Knowledge Management Systems, 54(4), 823-840.
Nadeem, M. A., Liu, Z., Ghani, U., Younis, A., & Xu, Y. (2021). Impact of shared goals on knowledge hiding behavior: the moderating role of trust. Management Decision, 59(6), 1312-1332.
Novitasari, D. (2022). SMEs e-commerce buying intention: how the effect of perceived value, service quality, online customer review, digital marketing and influencer marketing. Journal of Information Systems and Management, 1(5), 61-69.
Özen, İ. A., & Özgül Katlav, E. (2023). Aspect-based sentiment analysis on online customer reviews: A case study of technology-supported hotels. Journal of Hospitality and Tourism Technology, 14(2), 102-120.
Pan, Y. T. (2015). Why they accept my gourmet food reviews: An Attractiveness-Trust Perspective.Master Thesis. National Taipei University, Taipei City,Taiwan
Park, S., & Nicolau, J. L. (2015). Asymmetric effects of online consumer reviews. Annals of Tourism Research, 50(0), 67-83.
Parasuraman, A., Berry, L., & Zeithaml, V. (2002). Refinement and reassessment of the SERVQUAL scale. In Anne M. Findlay & Leigh Sparks (Eds.) Retailing: Critical Concepts (pp.67-139). Routledge.
Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(4), 420-450.
Parasuraman, A., Zeithaml, V. A., & Berry, L.L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marking, 49(0), 41–50
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1994). Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria. Journal of Retailing, 70(3), 201-230.
Park, C. W., Sutherland, I., & Lee, S. K. (2021). Effects of online reviews, trust, and picture-superiority on intention to purchase restaurant services. Journal of Hospitality and Tourism Management, 47(0), 228-236.
Putri, K. A. M. A., & Yasa, N. N. K. (2022). The role of customer satisfaction as mediating variable on the effect of brand image towards coffee shop customer’s repurchase intention. European Journal of Business and Management Research, 7(2), 149-154.
Ren, G., & Hong, T. (2019). Examining the relationship between specific negative emotions and the perceived helpfulness of online reviews. Information Processing & Management, 56(4), 1425-1438.
Schilke, O., Reimann, M., & Cook, K. S. (2021). Trust in social relations. Annual Review of Sociology, 47(1), 239-259.
Schuckert, M., Liu, X., & Law, R. (2015). Hospitality and tourism online reviews: Recent trends and future directions. Journal of Travel & Tourism Marketing, 32(5), 608-621.
Setyawan, A., Mudhofar, F., Arum, Y., Susila, I., & Nasir, M. (2022). Strategic partnership between SME retailers and modern suppliers in Indonesia: A relationship marketing approach. Organizations and Markets in Emerging Economies, 13(2), 317-335.
Shamout, M. D. (2016). The impact of promotional tools on consumer buying behavior in retail market. International Journal of Business and Social Science, 7(1), 75-85.
Shen, L. F. (2021). The factor analysis of trust process and reviews’ content to customer as a purchasing reference: Case of amazon.com .Master Thesis. National Taichung Science and Technology University, Taichung City, Taiwan
Singh, J., Nambisan, S., Bridge, R. G., & Brock, J. K. U. (2021). One-voice strategy for customer engagement. Journal of Service Research, 24(1), 42-65.
Siregar, A. P., Nofirman, N., Yusuf, M., Jayanto, I., & Rahayu, S. (2022). The influence of taste and price on consumer satisfaction. Quantitative Economics and Management Studies, 3(6), 998-1007.
Srivastava, M., & Sivaramakrishnan, S. (2022). A bibliometric analysis of the structure and trends of customer engagement in the context of international marketing. International Marketing Review, 39(4), 836-851.
So, K. K. F., Kim, H., & King, C. (2021). The thematic evolution of customer engagement research: A comparative systematic review and bibliometric analysis. International Journal of Contemporary Hospitality Management, 33(10), 3585-3609.
Thomas, M. J., Wirtz, B. W., & Weyerer, J. C. (2019). Determinants of online review credibility and its impact on consumers’ purchase intention. Journal of Electronic Commerce Research, 20(1), 1-20.
Tijjang, B., Junaidi, J., Nurfadhilah, N., & Putra, P. (2023). The role of brand love, trust, and commitment in fostering consumer satisfaction and loyalty. FWU Journal of Social Sciences, 17(1), 99-114.
Uyen, T. N. U. (2024). The Impact of Online Consumer Reviews on Consumer Purchasing Behavior During the Purchasing Process.Master Thesis. Aletheia University, New Taipei City,Taiwan.
Wei, K., & Xi, W. (2024). CEO vs. celebrity: the effect of streamer types on consumer engagement in brands' self-built live-streaming. Journal of Research in Interactive Marketing, 18(4), 631-647.
Xiang, Z., Du, Q., Ma, Y., & Fan, W. (2017). A comparative analysis of major online review platforms: Implications for social media analytics in hospitality and tourism. Tourism Management, 58(0), 51-65.
Yin, J., Li, T., Ni, Y., & Cui, Y. (2024). The power of appeal: do good looks and talents of vloggers in tourism short videos matter online customer citizenship behavior? Asia Pacific Journal of Tourism Research, 29(12), 1555-1572.
Zanubiya, J., Meria, L., & Juliansah, M. A. D. (2023). Increasing consumers with satisfaction application based digital marketing strategies. Startupreneur Business Digital (SABDA Journal), 2(1), 12-21.
Zervas, G., Proserpio, D., & Byers, J. W. (2021). A first look at online reputation on Airbnb, where every stay is above average. Marketing Letters, 32(0), 1-16.
Zhang, L., Anjum, M. A., & Wang, Y. (2024). The impact of trust-building mechanisms on purchase intention towards metaverse shopping: the moderating role of age. International Journal of Human–Computer Interaction, 40(12), 3185-3203.
Zhao, J., Wang, H., Zhang, Y., & Huang, Y. (2023). Trust in sharing accommodation sector: an institution-based trust perspective. Internet Research, 33(4), 1399-1421.
Zheng, R., Li, Z., & Na, S. (2022). How customer engagement in the live-streaming affects purchase intention and customer acquisition, E-tailer's perspective. Journal of Retailing and Consumer Services, 68(0), 103015.