隨著電子商務的興盛，網路商店的競爭激烈，各家廠商為了增加消費者在網站的停留時間，增加各式各樣的推薦訊息和商品資訊來吸引消費者目光。其中「個人化推薦系統」為專門提供為消費者量身訂做推薦訊息的資訊系統，由於針對消費者個人的偏好和過去購物資料來推薦適合的商品，可有效簡短消費者在網路上尋找商品的時間，在國外許多知名網路商店使用後都有相當不錯的績效。在台灣，網路商店上常用的推薦資訊為「銷售排行榜」、「專家推薦」以及「其他消費者推薦」，其中以銷售排行榜最為常見，甚至連以往堅持不公佈書籍銷售排行的誠品書局也在2005年三月開始提供各類暢銷書排行榜的訊息。究竟這些推薦訊息對於消費者造成何種影響，改變消費者購物的抉擇呢？推薦效果是否因產品類別而不同呢？
為了探討上述問題，本研究設計一虛擬之購物網頁與網路問卷的方式，來分析不同推薦訊息來源對消費者的影響。本研究目的如下：(1)以能力、正直、善意信任為構面探討消費者對不同推薦方式的信任程度；（2）分析不同推薦訊息是否影響消費者知覺商品品質與知覺風險；(3)探討消費者對推薦訊息的信任、知覺商品品質及知覺風險，如何影響消費者之購買意願；(4)分析產品類別對推薦訊息效果之影響。(5)提供廠商如何適當使用推薦訊息之建議。
本研究所得之重要結論分述如下：
（1）不同推薦訊息的確影響消費者購買意願，其中以接收到「其他消費者推薦」的訊息，所產生的購買意願最高。(2)搜尋性商品而言，消費者對「其他消費者推薦」的信任程度最高；經驗性商品方面，消費者對「個人化推薦系統」及「排行榜」的信任程度較高。(3)提供推薦訊息並無法降低消費者知覺風險，尤其以收到「專家推薦」訊息的消費者，其知覺風險為最高。(4)不同產品類型下，推薦訊息對於消費者知覺商品品質會產生不同的影響。(5)消費者知覺風險、知覺商品品質以及對於推薦訊息來源的信任都對購買意願有顯著影響。

Due to the rapidly rising of electronic commerce e-shops are competing hotly today. For attracting the attention of consumers and urging them to stay at homepages as long as possible, all the vendors are trying hard to offer various selling and recommendation information abundantly. So the “personalized recommendation system” is the typical way of offering recommendation information for the consumers personally.
Because this system can recommend suitable products for the consumers according to their hobby and consuming experiences and saving their time in Internet searching effectively, it earns quite positive evaluation from many famous e-shops in the world.
In Taiwan, the frequently recommended information offered by e-shops are: (1) list of best-selling, (2) expert recommendation and (3) other consumer’s recommendation. Among which, the first one is the most frequently used in business. Even the Eslitebooks, a famous chain bookstore in Taiwan, that insisted on not releasing the best selling list before had changed their policy in March, 2005.
What’s the influence of the recommendation information on the consumers? How can it change the shopping decision of them? Is there any different recommendation effect on different products?
In order to answer the above questions, I setup a virtual homepage and a questionnaire for the research.
The purposes of the research are: (1) to find out consumer’s reliability on different recommendation via the measurements of ability, candor and trust; (2) to analyze whether the different recommendation information will show its influence on the product-quality/risk-cognition of the consumers or not; (3) to know how the consumer’s purchasing intention will be influenced by the reliability and cognition of product quality and its risk; (4) to analyze the influence of the recommendation information of the product category; (5) to suggest ways of taking advantages of the appropriate recommendation information for the vendors.
The major conclusions of the research are as follows: (1) different recommendation information, especially the information shared by other consumers, does have influence on the consumer’s intention of purchasing; (2) while shopping by searching on Internet, the “other consumer’s recommendation” is the most appreciated idea of purchasing accepted by the consumers, but if the purchasing behavior is depended on the experiences then the “personalized recommendation system” and the “list of best-selling” will be utilized mostly; (3) recommendation information is not certainly reduce the product risk cognition of consumers, especially when they received the recommendation information from experts; (4) recommendation information certainly has its influence on the consumer’s cognition of product quality in the different product categories; (5) the product risk cognition, the product quality cognition and the resource of the recommendation information are all have obvious influence on the purchasing intention of the consumers.

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