因網路普及化，電子化口碑(E-WOM)已成為影響消費者主要因素之一，消費者在購物之前可以透過網路搜尋產品或服務的口碑資訊，作為購買與否之決策。其中，顧客於網路上發表的負面抱怨文章對企業之經營管理有著不容小覷之衝擊，但消費者是否真的會因為這些虛擬環境中的負面資訊而影響其消費意願，因此負面電子化口碑是值得探討之議題。本研究結合耶魯模型(The Yale Model)與歸因理論(Attribution Theory)探討訊息特性、來源特性、以及接受者本身特性間之交互作用，並加以檢驗資訊接受者對資訊可信度的知覺，以瞭解消費者是否會因接納文章中之負面資訊而影響其消費。研究方法採實驗設計，以星巴克(Starbucks)的負面文章為研究背景，由網路共回收225份有效問卷。資料分析結果顯示，訊息一致性與生動性都會影響資訊接受者做出外部歸因及資訊可信度的知覺；資訊接受者之品牌承諾則會干擾這兩個正向關係。此外，外部歸因對於來源可信度有直接且正向的關係，而對資訊可信度則無顯著效果。來源可信度會正面影響資訊接受者所知覺的資訊可信度，但並不會影響他們接納負面口碑文章的意願。由研究分析整理，本研究建議企業應該建立專屬的資訊交流平台以蒐集消費者的負面意見，並透過行銷活動、企業社會責任等方式來建立消費者之品牌承諾，以減少負面文章帶來的不利影響。

Due to the prevalence of the Internet, e-WOM has become a key factor of influencing consumer buying intention. Consumers always can search for information about products or services via the Internet before making purchase decisions. Therefore, the impact of consumer complaints cannot be neglected by companies, and whether consumers believe and are affected by negative information from the virtual environment has became a serious topic. This study combined the Yale model and attribution theory to examine the interaction among message, source, and receiver characteristics and receiver perceptions of information credibility. Most importantly, there is an examination as to whether receivers will be influenced by messages and will have intention to adopt the negative message. This was an experimental study that adopted a Starbucks negative message as the research context. Questionnaires were distributed through the Internet, and as a result, 225 valid questionnaires were collected. The data analyses results indicated that both consensus and vividness led to information receivers making external attributions and perceiving information as creditable; receiver brand commitment had a moderating effect on both relationships. Additionally, external attributions about writer had a positive and direct relationship with source credibility but not information credibility. Source credibility had a positive influence on receiver information credibility but not negative e-WOM adoption. Based on the results and findings, this study suggested that companies should construct their own communication platform to collect consumer negative comments. In terms of brand commitment, they must establish brand commitment through marketing activities and corporate social responsibility to mitigate the effect of negative e-WOM messages.

Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity. Journal of Marketing Research, 37(2), 203-214.
Ahluwalia, R., & Shiv, B. (1997). The effects of negative information in the political and marketing arenas: Exceptions to the negativity effect. Advances in Consumer Research, 24(1), 222.
Alba, J. W., & Hutchinson, J. W. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13(4), 411-454.
Amos, C., Holmes, G., & Strutton, D. (2008). Exploring the relationship between celebrity endorser effects and advertising effectiveness. International Journal of Advertising, 27(2), 209-234.
Atkin, J. L., McCardle, M., & Newell, S. J. (2008). The role of advertiser motives in consumer evaluations of ‘responsibility’ messages from the alcohol industry. Journal of Marketing Communications, 14(4), 315-335.
Bagozzi, R. P., & Yi, Y. (1988). On the evaluation of structural equation model. Journal of Academy of Marketing Science, 16(1), 74-94.
Bloemer, J., & Odekerken-Schroder, G. (2002). Store satisfaction and store loyalty explained by customer- and store-related factors. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15, 68-81.
Callison, C. (2001). Do PR practitioners have a PR problem? The effect of associating source with public relations and client-negative news on audience perceptions of credibility. Journal of Public Relations Research, 13(3), 219-234.
Cameron, K. A. (2009). A practitioner’s guide to persuasion: An overview of 15 selected persuasion theories, models and frameworks. Patient Education and Counseling, 74(3), 309-317.
Carmines, E. G., & Zeller, R. A. (1991). Reliability and viability assessment. Thousand Oaks, CA: Sage.
Chaiken, S., Liberman, A., & Eagly, A. H. (1989). Heuristic and systematic processing within and beyond the persuasion context. In J. S. Uleman & J. A. Bargh (Eds.), Unintended thought (pp. 212-252). New York: Guilford Press.
Chaiken, S., & Maheswaran, D. (1994). Heuristic processing can bias systematic processing: Effects of source credibility, argument ambiguity, and task performance on attitude judgment. Journal of Personality and Social Psychology, 66(3), 460-473.
Chao, P., Wuhrer, G. & Werani, T. (2005). Celebrity and foreign brand name as moderators of country-of-origin effects. International Journal of Advertising, 24(2), 173-192.
Chau, P. Y. K. (1997). Reexamining a model for evaluating information center success using a structural equation modeling approach. Decision Science, 28(2), 309-334.
Chen, Y. F. (2008). Herd behavior in purchasing books online. Computers in Human Behavior, 24(5), 1977-1992.
Cheung, C. M. K., Lee, M. K. O., & Rabjohn, N. (2008). The impact of electronic word-of-mouth. Internet Research, 18(3), 229-247.
Cheung, M. Y., Luo, C., Sia, C. L., & Chen, H. (2009). Credibility of electronic word-of-mouth: Informational and normative determinants of on-line consumer recommendations. International Journal of Electronic Commerce , 13(4), 9-38.
Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345-354.
Conway, M., & DiFazio, R. (1990). Consensus and causal attributions for negative effect. Journal of Social Psychology, 130(3), 375-384.
Coyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of Advertising, 30(3), 65-77.
Cronbach, L. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
Crosby, L. A., & Taylor, J. R. (1983). Psychological commitment and its effect on postdecision evaluation and preference stability among voters. Journal of Consumer Research, 9(4), 413-431.
d'Astous, A., & Touil, N. (1999). Consumer evaluations of movies on the basis of critics' judgments. Psychology & Marketing, 16(8), 677-694.
DeCarlo, T. E., Laczniak, R. N., Motley, C. M., & Ramaswami, S. (2007). Influence of image and familiarity on consumer response to negative word-of-mouth communication about retail entities. Journal of Marketing Theory and Practic, 15(1), 41-51.
Dholakia, R. R., & Sternthal, B. (1977). Highly credible sources: Persuasive facilitators or persuasive liabilities? Journal of Consumer Research, 3(4), 223-232.
Eagly, A. H., & Himmelfarb, S. (1978). Attitudes and opinions. Annual Review of Psychology, 29(1), 517-554.
Escalas, J., & Bettman, J. (2003). You are what they eat: The influence of reference groups on consumers’ connections to brands. Journal of Consumer Psychology, 13(3), 339-348.
Flanagin, A. J., & Metzger, M. J. (2003). The perceived credibility of personal Web page information as influenced by the sex of the source. Computers in Human Behavior, 19(6), 683-701.
Folkes, V. S. (1988). Recent attribution research in consumer behavior: A review and new directions. Journal of Consumer Research, 14(4), 548-565.
Folkes, V. S., & Kotsos, B. (1986). Buyers’ and sellers’ explanations for product failure: Who done it. Journal of Marketing, 50(2), 74-80.
Forehand, M. R., & Grier, S. (2003). When is honesty the best policy? The effect of stated company intent on consumer skepticism. Journal of Consumer Psychology, 13(3), 349-356.
Fornell, C., & Larcker D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
Gershoff, A. D., Mukherjee, A., & Mukhopadhyay, A. (2003). Consumer acceptance of online agent advice: Extremity and positivity effects. Journal of Consumer Psychology,13(1 & 2), 161-170.
Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545-560.
Gotlieb, J. B., & Sarel, D. (1991). Comparative advertising effectiveness: The role of involvement and source credibility. Journal of Advertising, 20(1), 38-45.
Greer, J. D. (2003). Evaluating the credibility of online information: A test of source andadvertising influence. Mass Communication & Society, 6(1), 11-28.
Grewal, D., Gotlieb, J., & Marmorstein, H. (1994). The moderating effects of message framing and source credibility on the price-perceived risk relationship. Journal of Consumer Research, 21(1), 145-153.
Gruen, T. W., Osmonbekov T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research, 59(4), 449-456.
Hair, J. F., Anderson, R. E., Tatham, R. L., & Black. W. C. (1998). Multivariate data analysis (5th ed.). Englewood Cliffs: Prentice Hall.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate Data Analysis (6th ed.). Upper Saddle River, New Jersey: Pearson Education.
Heider, F. (1958). The Psychology of Interpersonal Relations. New York: Wiley.
Hennig-Thurau, T., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet. International Journal of Electronic Commerce, 8(2), 51-74.
Henry, J. W., & Stone, R. W. (1994). A structural equation modeling of end-user satisfaction with a computer-based medical information system. Information Resources Management Journal, 7(3), 21-33.
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research, 17(4), 454-462.
Hilton,D . J. (1995). The social context of reasoning: Conversational inference and rational judgment. Psychological Bulletin, 118(2), 248-271.
Ho, T. H., Lim, N., & Camerer, C. F. (2006). Modeling the psychology of consumer and firm behavior with behavioral economics. Journal of Marketing Research, 43(3), 307-331.
Homburg, C., Koschate, N., & Hoyer, W. D. (2005). Do satisfied customers really pay more? A study of the relationship between customer satisfaction and willingness to pay. Journal of Marketing, 69(2), 84-96.
Hovland, C. I. (1957). The order of presentation in persuasion. New Haven, CT: Yale University.
Hovland, C. I., & Janis, I. L. (1959). Personality and persuasibility. New Haven, CT: Yale University Press.
Hovland, C. I., Janis, I.L., & Kelley, H.H. (1953). Communication Change and Persuasion: Psychological Studies of Opinion Change. New Haven: Yale University Press.
Hu, Y., & Sundar, S. S. (2010). Effects of online health sources on credibility and behavioral intentions. Communication Research, 37(1), 105-132.
Joreskog, K. G., & Sorbom, D. (1993). LISREL 8: Structural equation modelingwith the SIMPLIS command language. Hillsdale, NJ: Lawrence Erlbaum Associates.
Karakaya, F., & Barnes, N. G. (2010). Impact of online reviews of customer care experience on brand or company selection. Journal of Consumer Marketing, 27(5), 447-457.
Kelley, C. A., Gaidis, W. C., & Reingen, P. H. (1989). The use of vivid stimuli to enhance comprehension of the content of product warning messages. The Journal of Consumer Affairs, 23(2), 243-265.
Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents. Decision Support Systems, 44(2), 544-564.
Ko, D. G., Kirsch, L. J., & King, W. R. (2005). Antecedents of knowledge transfer from consultants to clients in enterprise system implementations. MIS Quarterly, 29(1), 59-85.
Koh, Y. J., & Sundar, S. S. (2010). Heuristic versus systematic processing of specialist versus generalist sources in online media. Human Communication Research, 36(2), 103-124.
Laczniak, R. N., DeCarlo, T. E., & Ramaswami, S. N. (2001). Consumers' responses to negative word-of-mouth communication: An attribution theory perspective. Journal of Consumer Psychology, 11(1), 57-73.
Lafferty, B. A., Goldsmith, R. E., & Newell, S. J. (2002). The dual credibility model: The influence of corporate and endorser credibility on attitudes and purchase intentions. Journal of Marketing Theory and Practice, 10(3),1-12.
Lapinski, M. K., & Rimal, R. N. (2005). An explication of social norms. Communication Theory, 15(2), 127-147.
Lee, M., & Youn, S. (2009). Electronic word of mouth (eWOM): How eWOM platforms influence consumer product judgement. International Journal of Advertising, 28(3), 473-499.
Lee, Y. L., & Song, S. (2010). An empirical investigation of electronic word-of-mouth: Informational motive. Computers in Human Behavior, 26(5), 1073-1080.
Liu, T. C., Wang, C. Y., & Wu, L. W. (2010). Moderators of the negativity effect: Commitment, identification, and consumer sensitivity to corporate social performance. Psychology & Marketing, 27(1), 54-70.
Luo, X. (2007). Consumer negative voice and firm-idiosyncratic stock returns. Journal of Marketing, 71(3), 75-88.
Mahajan, V., Muller, E., & Kerin, R. (1984). Introduction strategy for new products with positive and negative word-of-mouth. Management Science, 30(12), 1389-1404.
Miller, N., Resnick, P., & Zeckhauser, R. (2005). Eliciting informative feedback: The peer prediction method. Management Science, 51(9), 1359-1373.
Moorman, C., & Zaltman, G. (1992). Relationships between providers and users of marketing research: the dynamics of trust between organizations. Journal of Marketing Research, 29(3), 314-329.
Nabi, R.L., & Hendriks, A. (2003). The persuasive effect of host and audience reaction shots in television talk shows. Journal of Communication, 53(3), 527-543.
Nisbett, R., & Ross, L. (1980). Human inference: Strategies and shortcomings of social judgment. Englewood Cliffs, NJ: Prentice-Hall.
O'Keefe, D. J. (2002). Persuasion: Theory and research (2nd ed.). Newbury Park, CA: Sage.
Petty, R., & Cacioppo, J. T. (1986). Elaboration likelihood model. In L. Berkowitz (ed.), Advances in Experimental Social Psychology. San Diego: Academic Press, 123-205.
Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. Journal of Marketing, 47(1), 68-78.
Salmones, M. M. G., Crespo, A. H., & del Bosque, I. R. (2005). Influence of corporate social responsibility on loyalty and valuation of services. Journal of Business Ethics, 61(4), 369-395.
Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of Interactive Marketing, 21(4), 76-94.
Senecal, S., & Nantel, J. (2004). The influence of online product recommendations on consumers’ online choices. Journal of Retailing, 80(2), 159-169.
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of communication, 42(4), 73-93.
Stone, D. L., & Lukaszewski, K. M. (2009). An expanded model of the factors affecting the acceptance and effectiveness of electronic human resource management systems. Human Resource Management Review, 19(2), 134-143.
Sussman, S. W., & Siegal, W. S. (2003). Informational influence in organizations: An integrated approach to knowledge adoption. Information Systems Research, 14(1), 47-65.
Sundar, S. S., & Kim, J. (2005). Interactivity and persuasion: Influencing attitudes with information and involvement. Journal of Interactive Advertising, 5(2), 5-18.
Tam, K. Y., & Ho, S. Y. (2005). Web personalization as a persuasion strategy: An elaboration likelihood model perspective. Information Systems Research, 16(3), 271-291.
Taylor, S. E., & Fiske, S. T. (1975). Point of view and perceptions of causality. Journal of Personality and Social Psychology, 32(3), 439-445.
Tormala, Z. L., & Petty, R. E. (2004). Source credibility and attitude certainty: A metacognitive analysis of resistance to persuasion. Journal of Consumer Psychology, 14(4), 427-442.
Vandenbosch, B., & Higgins, C. (1996). Information acquisition and mental models: An investigation into the relationship between behavior and learning. Information Systems Research, 7(2), 198-214.
Walsh, M. F., Winterich, K. P., & Mittal, V. (2010). Do logo redesigns help or hurt your brand? The role of brand commitment. Journal of Product & Brand Management, 19(2), 76-84.
Wangenheim, F. V. (2005). Postswitching negative word of mouth. Journal of Service Research, 8(1), 67¬ 78.
Warrington, P., & Shim, S. (2000). An empirical investigation of the relationship between product involvement and brand commitment. Psychology & Marketing, 17(9), 761-782.
Wathen, C. N., & Burkell, J. (2002). Believe it or not: Factors influencing credibility on the Web. Journal of the American Society for Information Science and Technology, 53(2), 134-144.
Zhang, W. & Watts, S. A. (2008). Capitalizing on content: Information adoption in two online communities. Journal of the Association for Information Systems, 9(2), 73-94.