經由上述數據分析及討論之後，本章將在第一節對於研究假說依序提出具體 的結論，同時提出實務上的建議給予經營產品評價系統的廠商參考，在第二節提 出研究限制和後續研究的建議。
研究結論與實務建議
本節分別對本研究所提出之假設做結論，並同時提出對於實務上的建議，依 序以假說順序呈現：
一、 產品評價資訊來源對於資訊可信度的影響
根據 Rieh and Belkin（2000）指出資訊接收者會在瀏覽網路資訊時 透過網路資訊來源等因素去判斷訊息的可信度，而且 Gefen（2000）也同 時提出對於網站的「熟悉程度」是對於訊息接收是有正面影響的；本研究 透過實證，支持產品評價訊息來源的確會造成資訊可信度的差異，但何種 來源能使評價資訊有較高的可信度，則可能會受到其他外部因素的影響，
如第四章所述，口碑的效果其實很容易遭受破壞，尤其是當牽涉到假口碑 的情況時，可能會造成資訊接收者產生不信任。
本研究因實驗設計需要，採取匿名的第三方網路評價系統平台作為實 驗，也因此對於網站的熟悉程度可能同時須考慮到第三方平台的品牌效益。
統合上述，本研究認為若能同時專注第三方網站的品牌經營，並訴求口碑 資訊的公正；一方面提升資訊接受者的熟悉程度，一方面防止假口碑的負
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面效益，應能有效地提升接收者對於資訊的可信度。
二、 背書人數對於資訊可信度的影響
基於 Fireworker and Fridaman（1977）指出背書的基本就是對於 訊息有說服效果，越多的背書人數應該對於資訊可信度是有正面的影 能模型（Elaboration Likelihood Model，ELM），本研究認為高產品 涉入的受試者對於評價資訊的內容較為有興趣，而低產品涉入程度的 受試者可能會有處理訊息的困難而進而採取不相信的態度，因此，高 涉入族群比低涉入族群認為資訊有更高的可信度。
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在實務上，本研究認為廠商還是要持續發展網路評價系統，因為 高產品涉入的消費者往往會主動搜尋，而主動搜尋資訊的消費者也因 為高產品涉入的特質，對於資訊的可信度也較高，也因此會達到消費 者持續相信口碑的效果。
在過去的學術研究中，有甚多學者探討口碑的議題，但大多都專注 於部落格的網路技術架構上，在產品評價系統的方面也多僅針對探亞馬 遜書店（Amazon.com）為主體探討。本研究將探討的主體專注於最新崛 起的美妝產品評價，希望可以藉此延伸探討的口碑類型。除此之外，國 內外已經有大量研究探討了口碑訊息內容相關的主題，也對於口碑的訴 求、口碑正負性以及專家或非專家評價等議題充分討論，故本研究選取 評價訊息來源以及背書人數作為切入點，以彌補過去研究的不足
研究限制與後續研究建議
一、 研究限制
(一)研究對象的限制
本研究透過電子問卷的形式發放，但在發放的過程中因為多以研究者自 身的周遭樣本為主，所能發放問卷的管道也以學術機構為主，故學生的比例 較多，並且多為大學生及研究生，本研究的代表性受到限制。
(二)研究方法的限制
本研究採取實驗設計，因為實驗組數的限制，故對於訊息結構以及訊息 訴求的分配都採正面雙向的配置，可能造成某些變項沒有顯著影響。而在問
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(三) 將研究主體延伸至不同的口碑技術平台或者裝置平台
網路口碑在近年來演化快速，除了以評價系統為技術平台的口碑之 外，同時以社群網站為技術平台的口碑也逐漸盛行，建議後續研究可以 將本研究的架構或是變數推廣到其他技術平台之上，探討不同平台對於 可信度的決定信因子是否有差異，也可以快速將評價系統的成功因子應 用到其他技術平台的口碑上。此外，現今智慧型手機、智慧型平板等行 動裝置逐漸崛起，基於使用方式的改變，消費者對於資訊的認同方式可 能也會有所改變，故建議後續研究可以針對行動裝置等裝置平台，探討 口碑可信度的議題，符合趨勢，也給予更多實務操作者更多應用的學理 基礎。
62 臺大管理論叢, 18（2）,197-228。
留淑芳（2003），「網路口耳相傳訊息特性及接受者行為特質對態度形成之影響」，
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