近年來，線上購物平台的便利帶動了網路購物的風潮。在購物過程中，消費者會透過線上購物平台的商品頁面進行購買，因此，在線消費者評論當中的內容資訊，即成為購買者進行購買決策時重要的參考依據。
本研究以在線消費者評論為主軸，透過區分商品類型為體驗型商品及搜索型商品進行研究，考慮評論當中的各個要素，包含頭像、星級、地點、時間、評論內容之因素，利用解釋級別理論當中的心理距離對上述之評論因素的不同進行探討，並透過聯合分析來分析其結果，此外本研究透過成分效用值之計算，探討出不同產品類型當中各個屬性的相對重要性，進一步了解不同產品類型須重視評論中的哪些要素。
本研究結果發現，除了星級評價外，其餘屬性皆為影響消費者可信度的因素，且地點對體驗型商品所造成的可信度影響大於搜索型商品，而評論圖片帶來的可信度影響則是搜索型商品大於體驗型商品。在兩種商品類型當中，頭像皆為最重要的屬性，且相較於搜索型商品，體驗型商品的消費者較重視整體評論的內容。

In recent years, the convenience of online shopping websites has driven the trend of online shopping. During the shopping process, consumers will make purchases through the product pages of online shopping websites. Therefore, the information in online consumer reviews becomes an important reference for buyers when making purchasing decisions.
This study takes online consumer reviews as the main research content and conducts research by distinguishing product types into experience goods and search goods. Considering various elements in the reviews, including the factors of user profile photo, product star rating, location, time, and images of product. Using the psychological distance in the construal level theory to explore the differences in the above-mentioned review factors and analyzes the results through choice-based conjoint.
In addition, this study explores the relative importance of each attribute in different product types through the calculation of the part-worth, to further understand what elements of a review are important for different product types.
The results of this study found that, except for star ratings, all other attributes are factors that affect consumer credibility, and the impact of location on the credibility of experience goods is greater than that of search goods and the impact of review pictures on the credibility of search goods are greater than experience goods.
Among the two product types, profile photo is the most important attribute, and consumers of experience goods pay more attention to the content of the overall review than search goods.

中文部分:
汪濤, 王魁, & 陳厚. (2015). 時間間隔何時能夠提高在線評論的有用性感知基於歸因理論的視角. 商業經濟與管理, (2), 46-56.
唐甜甜, & 胡培. (2018). 社交距離, 時間距離對消費者在線購買決策行為影響的統計解釋. 統計與決策, 34(15), 53-56.
楊穎, & 朱毅. (2014). 無圖無真相? 圖片和文字網路評論對服務產品消费者態度的影響. 心理學探新, 34(1), 83-89.
楊穎, & 朱毅. (2016). 誰該成為體驗型產品網路評論的主角, 圖片還是文字?. 心理學報, 48(8), 1026.

網站:
資策會產業情報研究所. (2021).【網購消費者調查】52.9%消費者購物頻率虛實各半 實體零售網購崛起. 取自
https://mic.iii.org.tw/news.aspx?id=597
資策會產業情報研究所. (2020). 2020雙11網購預算 每人平均10,350元 「免運」促銷吸引力比例上升11.2%. 取自
https://mic.iii.org.tw/news.aspx?id=586

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