隨著網路的蓬勃發展和上網人口持續增加，線上購物的商機也隨之拓展，而網站上的行銷活動也越來越受到關注。線上使用者不僅可以大量收集來自其他網路使用者的消費經驗或產品相關資訊，也可以透過網路口碑傳播的方式提供他們分享本身消費經驗的機會。由此可知網路口碑是影響消費者的態度及其購買決策的重要因素之一。然而，接受訊息不代表願意分享，而有哪些因素會促使網路使用者進行網路口碑的傳播？網站的互動性以及娛樂價值又是否會影響消費者網路口碑及對網站的態度？過去文獻較少從社會、心理的角度去探討影響消費者口碑推薦的因素，而且也較少針對網站的品牌強度及網路使用者與欲分享者關係緊密程度對口碑的影響進行探究，因此本研究納入此兩個變數-關係強度及品牌強度，進一步探究其對於網路使用者瀏覽網站過後所感受到的互動-娛樂體驗對於社會利得、網路口碑推薦可能性及網站態度之間之干擾影響。
根據上述的研究目的，本研究於網路上採問卷設計的方式探討不同程度的知覺互動性急知覺娛樂價值對於消費者的社會利得、網路口碑推薦可能性及網站態度的影響。並探究關係強度其品牌強度對於上述變數之間的干擾關係。本研究對象是鎖定經常使用網站搜尋口碑訊息的使用者。此外，本研究於網路收集240有效樣本進行研究，並採用多變量分析、階層回歸分析、線性結構分析等進行統計分析檢視。
根據本研究結果分析，所得結論有三：
1.不同程度的知覺互動性及知覺娛樂價值對於社會利得造成顯著性影響，即越高的知覺互動性及越高的娛樂價值對社會利得造成的影響更為顯著。
2.不同程度的知覺互動性及知覺娛樂價值對於網路口碑推薦可能性及網站的態度亦造成顯著性影響。
3.社會利得對於網路口碑推薦可能性及對網站的態度造成顯著性的影響，且越高的社會利得造成的影響就更為顯著。

With the growing of Internet users increasing, opportunities for online shopping continue to expand as well (Overby & Lee, 2006). More and more stores expand their business on the internet by the medium of websites and the e-commerce marketing activities have created a great deal of attention. Online users can not extend their opinions for gathering product information from other consumers but also can have the opportunity to offer their own consumption experiences by engaging in electronic word of mouth. Therefore, eWOM is often regarded as one of the most important drivers to affect online consumers’ attitude and buying decisions (Godes & Mayzlin, 2004). However, users who accept the information online do not mean that they will be able to recommend what they know. What is the motivation to increase the eWOM referral likelihood since it plays a critical role in online shopping market? And do consumers’ perceptions of interactivity and hedonic value impact online users’ willing to spreading eWOM and their attitude towards the websites? There are fewer studies discussing the strength of website brand and tie strength within eWOM disseminators and receipts. Therefore, it is interesting to investigate the persuasive effects of different types of perceived interactivity and perceived hedonic value on factors to generate eWOM, especially from social and psychological view.
Based on the above discussion, the purpose of this study is to evaluate the perceived interactivity and perceived hedonic value on the interrelationships among social gain, electronic word of mouth referral likelihood and attitude towards the website. The moderating effects of tie strength and brand strength on the eWOM-attitude model will be investigated as well. The population is the average consumers who have ever used Internet to search WOM information. The research framework and hypotheses of this study are proposed to examine. Structured Internet questionnaires are used to collect data from the consumers, and 151 completed questionnaires are put into analysis. Statistic methods, including factor analysis, MONOVA, Hierarchical linear regression analysis and SEM are used for further examination.
According to the results of this study, several conclusions are made as follows:
1. The different level of perceived interactivity and perceived hedonic value has significant influence on social gain, and the higher perceptions of interactivity and hedonic value, the more significantly effects on the social gain.
2. The different level of perceived interactivity and perceived hedonic value has significant influence on electronic word of mouth referral likelihood and attitude towards the website.
3. The different level of social gain has significant influence on electronic word of mouth referral likelihood and attitude towards the website.

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