由於科技的創新，互聯網已經成為每人日常生活中不可或缺的一部分。當消費者在進行購買決策時，現在都會在網路上搜尋資訊，其中網路口碑是一個重要的考慮因素。然而從眾行為可以分為兩種影響：規範性和資訊性影響 (Deutsch & Gerard, 1955)，當中Tsao, Hsieh, Shih, and Lin (2015)的研究發現從眾行為與網路口碑是存在關係的。因此，本研究主要探討規範性和資訊性影響的中介效果如何影響網路口碑和知覺價值之間的關係，進一步討論規範性和資訊性從眾的影響力，並探討性別差異的影響。
本研究利用問卷的發放、回收和分析去驗證研究假設。問卷的內容包括對網路口碑、規範性影響、資訊性影響、知覺價值以及購買行為的影響，總共回收408份有效問卷。研究結果如下所述。
1. 正面的網路口碑能夠對知覺價值有正向顯著的影響。
2. 規範性和資訊性的影響都能夠對網路口碑和知覺價值的關係有正向顯著的影響，而且是部分中介影響。
3. 在網路口碑和知覺價值的關係裡，女性比男性更受從眾行為的影響。
4. 知覺價值能對購買行為有正向顯著的影響。

Because of the technology advancement, the Internet has become an essential element in daily life and people will search for information about products or services online before making purchase decisions. Among the information, eWOM is one of the important elements that people will take into considerations. Conformity, which can be divided into normative and informational influence (Deutsch & Gerard, 1955), is found that it is also associated with eWOM (Tsao et al., 2015). Therefore, this study aims to discuss the mediating effects of normative and informational influence on the relationship between eWOM and perceived value and then further discuss the influence power of normative and informational influence.
This study adopts the method of questionnaires to test the hypotheses. The questionnaire items include measures on eWOM, normative influence, informational influence, perceived value, and purchase intention and this study collected 408 valid questionnaires. The findings are as follows. Firstly, positive eWOM can have a positive influence on the perceived value. Secondly, there are positive and partial mediating effects of normative and informational influence on the relationship between eWOM and perceived value. Thirdly, females’ mediating effect of the conformity influence on the relationship between eWOM and perceived value is more significant than males’ one. Finally, the perceived value can significantly and positively influence purchase intentions.

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