隨著網路科技的進步與普及，透過網路進行購物已逐漸為消費者接受，然而網路購物市場中存在資訊不對稱性的現象，導致買賣雙方資訊接收程度不一，進而影響買賣雙方信任與交易意願。因此，除了消費者本身對於網路賣方的信任程度會影響其購買態度外，消費者亦會在購物前會傾向尋求其他顧客的產品使用心得以降低網路市場所造成的不確定性，一般來說，根據參考群體理論，使用者心得可透過資訊性(informational influence)和規範性(normative influence)兩種類型影響力對消費者購買行為產生影響。故本研究主要探討使用者心得是否會對消費者自身對於網路賣方信任意願以及網路購物態度產生影響。
研究結果發現：資訊性影響力對於使用者心得價值較規範性影響力更為顯著。另一方面，如同理性行為理論(Theory of Reasoned Action)指出，信任屬性會影響信任意願的形成，經本研究證實，網路賣方的正直、仁慈、能力三種信任信念屬性會影響消費者對於網路賣方的信任程度。因此，假設H1、H3、H4、H5獲得支持。此外，使用者心得價值對消費者網路購物態度之關係不顯著，假設H2未獲支持。歸納研究結果，使用者心得透過正向影響網路賣方信任程度的關係，間接地影響消費者網路購物態度，無顯著的直接關係。因此，H6、H7獲得支持。

Typical-user customer testimonial involves a satisfied ordinary customer, who is presumably representative of target market; discuss his or her own product experience and benefit of using it. This study investigates how customer testimonial affect online consumers’ trust intention and attitude toward online shopping based on the concept of reference group. Specifically, customer testimonials are manipulated by two types of reference group influences: informational and normative influence to see its respective effect on the evaluation of customer testimonial. Further, the relationship among the value of customer testimonial, trust toward online vendor, and attitude toward online shopping are also discussed.
With the results of LISREL, it supported the hypotheses and demonstrated the informational influence exerted by users would have a more positive effect on online consumers’ perception of value customer testimonial. Besides, Trusting beliefs were also examined and show the positively relationship with consumers’ trust formation. Thus, H1, H3, H4, H5 are supported.
Further, the relationships between the value of customer testimonial and trust, and trust and attitude toward online shopping are significant. On the other hand, the value of customer testimonial has no directly significant influence on attitude toward online shopping, however, since customer testimonial is treated as a kind of trust mechanisms by previous researches. Therefore, it might increase consumers’ attitude by means of trust building.

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