在電子商務的進步下，越來越多消費者開始向網路商家購買產品。網路評論系統對電子商務有重大的影響，網路評論系統能讓消費者獲得產品介紹、其他消費者體驗、產品評價等資訊。在這樣的環境下，網路評論對消費者的行為意圖具有影響力，而研究證實產品相關的網路口碑（即網路評論）能影響消費者的態度、意圖、行為。網路商家為了提升知名度和營收，開始參與操弄網路評論，誤導消費者作出錯誤的行為決策。
本研究希望能了解在這樣的情境下，網路評論可信度、網路評論者可信度、網路評論機制可信度如何影響對網路商家和網路平台的信任，以及網路商家和網路平台的信任影響消費者在網路平台上的行為意圖。本研究針對觀看過網路評論的使用者作為研究對象，透過網路發放問卷，蒐集442份有效問卷。
本研究透過研究方程模型對研究架構與研究假設進行檢驗，並得出以下結論：(1)網路評論可信度會正向影響網路商家信任。(2)網路評論機制可信度會正向影響網路商家信任。(3)網路評論機制可信度會正向影響網路平台信任。(4)網路商家信任會正向影響網路平台信任。(5)網路平台信任會正向影響網路平台操作意圖。(6)網路平台信任會正向影響網路平台口碑意圖。

Because of the trend of electronic commerce, more people go shopping online. The system of online review becomes more important, because consumers will take it as an advice to make their behavior decisions. As a result, some online sellers start to manipulate online reviews to mislead consumers to buy products from opportunistic seller but not others.
This study targets on who has viewed online reviews. Data was collected from Facebook and ptt. I finally received 422 valid questionnaires. This study uses SPSS 22.0 and AMOS 16.0 to analyze data with descriptive statistics, reliability and validity analysis, correlation analysis and structural equation model for examining the proposed hypotheses.
The results of study show: (1) Credibility of online review has a positive influence on trust in online seller. (2) Credibility of online review mechanism has a positive influence on trust in online seller. (3) Credibility of online review mechanism has a positive influence on trust in online intermediary. (4) Trust in online seller has a positive influence on trust in online intermediary (5) Trust in online intermediary has a positive influence on intention of viewing online review on online platform. (6) Trust in online intermediary has a positive influence on e-wom intention to online intermediary.

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