隨著網際網路的蓬勃發展，愈來愈多的消費者會仰賴網路口碑來進行購買決策。過去許多文獻從口碑正負性的角度探討其對於消費者購買行為之影響，然而正面口碑抑或負面口碑孰者對消費者較具影響力，到目前尚未有定論，且East (2005)指出消費者在購買不同類型的產品時，對於正面口碑或負面口碑的接受度應該會有所不同。
本研究納入產品類型此一要素，根據Sen and Lerman (2007)的研究，將產品分為享樂性產品與實用性產品兩種類型，並進一步探討當消費者購買不同的產品類型時，其對於正面口碑和負面口碑的接受度為何。除此之外，過往有關品牌承諾的研究只探討高與低的品牌承諾，而Bansal et al. (2004)將組織行為學的三成份承諾：情感型、計算型與規範型，應用至行銷領域。本研究則根據Adaval (2001)以及Jones et al. (2007)的研究，認為當消費者購買不同類型的產品時，高與低情感型品牌承諾的消費者對於正面與負面口碑之接受度有差異。
本研究為三因子實驗設計，自變數包括2（產品類型：享樂性／實用性）×2（口碑正負性：正面／負面）×2（情感型品牌承諾：高／低）。本研究分別以家用型遊樂器及多功能事務機代表享樂性產品及實用性產品，且分別操弄上述兩種產品的情感型品牌承諾與口碑的正負性。
研究結果顯示，當消費者購買享樂性產品時，情感型品牌承諾會增強其對正面口碑的接受度，且情感型品牌承諾會削弱其對享樂性產品負面口碑的接受度。另一方面，情感型品牌承諾會強化消費者對於實用性產品負面口碑的接受度，但是情感型承諾無法調節其對於實用性產品正面口碑的接受度。

With the rapid development of Internet, more and more consumers rely on word-of-mouth (WOM) to make purchase decisions. In the past, a lot of literatures discussed the influence of the valence of WOM, but they had no agreement on whether consumers would accept the positive or negative WOM. East (2005) considered the reason was that past studies did not take the impact of product type into consideration.
According to Sen and Lerman (2007), this study subsumed product type (hedonic product or utilitarian product) as a factor and explored its impact on consumers' acceptance of WOM. In addition, research focused on how brand commitment influence consumers' acceptance of WOM did not distinguish its different components. Bansal, Irving, and Taylor (2004) applied the three components of commitment already developed in organizational behavior field, namely affective, calculative, and normative commitment, to marketing field. Based on Adaval (2001) and Jones, Reynolds, Mothersbaugh, and Beatty (2007), this study considered that consumers' affective brand commitment would moderate the impact of the valence of WOM on the acceptance of WOM under different product types.
This study used three-factor experiment design: 2(product type: hedonic/ utilitarian)×2(WOM valence: positive/negative)×2(affective commitment: high/low). This study used TV video game device as hedonic product and All-in-One printer as utilitarian product, and manipulated WOM valence and affective brand commitment of these two products respectively.
The results showed that affective brand commitment would enhance consumers’ acceptance to positive WOM of hedonic product, whereas it would decrease consumers’ acceptance to negative WOM of hedonic product. On the other hand, affective brand commitment would help enhance consumers' acceptance to negative WOM of utilitarian product, but did not play a moderating role when it is positive WOM under utilitarian product.

中文部分
林恩沛（2009）。產品類型及評價正負性對消費者網路口碑接受度之影響—品牌承諾為干擾因素。國立台灣師範大學大眾傳播研究所未出版之碩士論文。
高啟翔（2007年3月13日）。06年全球網路普及率成長一成，新興國家發展更神速。上網日期：2007年3月13日，取自財團法人資訊工業策進會FIND網站：
ttp://www.find.org.tw/0105/news/0105_news_disp.aspx?news_id=4726。

英文部分
Achrol, R. (1997). Changes in the Theory of Interorganizational Relations in Marketing: Toward a Network Paradigm. Journal of the Academy of Marketing Science , 25 (1), pp. 56-71.
Adaval, R. (2001). Sometimes it just feels right: The differential weighting of affect-consistent and affect-inconsistent product information. Journal of Consumer Research , 28 (1), pp. 1-17.
Ahluwalia, R. (2000). Examination of psychological processes underlying resistance to persuasion. Journal of Consumer Research , 27 (2), pp. 217-232.
Ahluwalia, R. (2002). How prevalent is the negativity effect in consumer environments? Journal of Consumer Research , 29 (2), pp. 270-279.
Ahluwalia, R., & Shiv, B. (1997). The Effects of Negative Information in the Political and Marketing Arenas: Exceptions to the Negativity Effect. Advances in Consumer Research , 24 (1), pp. 222-222.
Ahluwalia, R., Burnkrant, R. E., & Unnava, H. R. (2000). Consumer response to negative publicity: The moderating role of commitment. Journal of Marketing Research , 37 (2), pp. 203-214.
Ahluwalia, R., Unnava, H. R., & Burnkrant, R. E. (2001). The moderating role of commitment on the spillover effect of marketing communications. Journal of Marketing Research , 38 (4), pp. 458-470.
Allen, N. J., & Meyer, J. P. (1990). The measurement and antecedents of affective, continuance and normative commitment to the organization. Journal of Occupational Psychology , 63 (1), pp. 1-18.
Anderson, E., & Weitz, B. (1992). The use of pledges to build and sustain commitment in distribution channels. Journal of Marketing Research , 29 (1), pp. 18-35.
Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of Marketing Research , 4 (3), pp. 291-295.
Averill, J. R. (1973). Personal control over aversive stimuli and its relationship to stress. Psychological Bulletin , 80 (4), pp. 286-303.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research , 20 (4), pp. 644-656.
Bansal, H. S., Irving, P. G., & Taylor, S. F. (2004). A three-component model of customer to service providers. Journal of the Academy of Marketing Science , 32 (3), pp. 234-250.
Batra, R., & Ahtola, O. T. (1990). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters , 2 (2), pp. 159-170.
Beatty, S. E., & Ferrell, M. E. (1975). Impulse Buying: Modeling Its Precursors. Journal of Retailing , 74 (2), pp. 169-191.
Bendapudi, N., & Berry, L. L. (1997). Customers' motivations for maintaining relationships with service providers. Journal of Retailing , 73 (1), pp. 15-37.
Berry, L., & Parasuraman, A. (1991). Marketing Science. New York: Free Press.
Bettencourt, L. A. (1997). Customer Voluntary Performance: Customers as Partners in Service Delivery. Journal of Retailing , 73 (3), pp. 383-406.
Bloch, P. H., & Bruce, G. D. (1984). Product involvement as leisure behavior. Advances in Consumer Research , 11 (1), pp. 197-202.
Brown, T. J., Barry, T. E., Dacin, P. A., & Gunst, R. F. (2005). Spreading the word: Investigating antecedents of consumers' positive word-of-mouth intentions and behaviors in a retailing context. Journal of the Academy of Marketing Science , 33 (2), pp. 123-138.
Buchanan, B. (1974). Building organizational commitment: The socialization of managers in work organizations. Administrative Science Quaterly , 19 (4), pp. 533-546.
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing , 77 (4), pp. 511-535.
Cohen, A. (1996). On the discriminant validity of the Meyer and Allen measure of organizational commitment: How does it fit with the work commitment construct? Educational and Psychological Measurement , 56 (3), pp. 494-503.
Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior. New York: Plenum Press.
Dowling, G., & Uncles, M. (1997). Do customer loyalty programs really work? Sloan Management Review , 38 (Summer), pp. 71-82.
Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing Buyer-Seller Relationships. Journal of Marketing , 51 (2), pp. 11-27.
East, R. (2005). The impact of positive and negative word of mouth on brand choice. ANZMAC 2005 Conference. Fremantle, Australia.
Engel, J. F., Blackwell, R. D., & Miniard, P. W. (1993). Consumer Behavior. Chicago: Dryden.
Evanschitzky, H., Iyer, G. R., Plassmann, H., Niessing, J., & Meffert, H. (2006). Journal of Business Research , 59 (12), pp. 1207-1213.
Feldman, S. (1966). Motivational Aspects of Attitudinal Elements and Their Place in Cognitive Interaction. Cognitive Consistency. New York: Academic Press.
Fischer, E., & Arnold, S. J. (1990). More than a labor of love: gender roles and Christmas shopping. Journal of Consumer Research , 17 (3), pp. 333-345.
Fiske, S. T. (1980). Attention and weight in person perception: The impact of negative and extreme behavior. Journal of Personality and Social Psychology , 38 (6), pp. 889-906.
Fournier, S. (1998). Consumers and Their Brands: Developing Relationship Theory in Consumer Research. Journal of Consumer Research , 24 (4), pp. 343-373.
Fullerton, G. (2003). When Does Commitment Lead to Loyalty? Journal of Service Research , 5 (4), pp. 333-344.
Gershoff, A. D., Mukherjee, A., & Mukhopadhyay, A. (2003). Consumer acceptance of online agent advice: Extremity and positivity effects. Journal of Consumer Psychology , 13 (1-2), pp. 161-170.
Gershoff, A. D., Mukherjee, A., & Mukhopadhyay, A. (2007). Few ways to love, but many ways to hate: Attribute ambiguity and the positivity effect in agent evaluation. Journal of Consumer Research , 33 (4), pp. 499-505.
Gershoff, A. D., Mukherjee, A., & Mukhopadhyay, A. (2006). 'I Love It' or 'I Hate It?' The Positivity Effect in Stated Preferences for Agent Evaluation. Marketing Letters , 17 (2), pp. 103-117.
Gounaris, S. P. (2005). Trust and commitment influences on customer retention: insights from business-to-business services. Journal of Business Research , 58 (2), pp. 126-140.
Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business Research , 59 (4), pp. 449-456.
Gruen, T. W., Summers, J. O., & Acito, F. (2000). Relationship Marketing Activities, Commitment, and Membership Behaviors in Professional Associations. Journal of Marketing , 64 (3), pp. 34-49.
Hennig-Thurau, T., Gwinner, K. P., & Gremler, D. D. (2002). Understanding Marketing Outcomes. Journal of Service Research , 4 (3), pp. 230-247.
Herr, P. M., Kardes, F. R., & Kim, J. (1991). Effects of word-of-mouth and product-attribute information on persuasion: An accessibility-diagnosticity perspective. Journal of Consumer Research , 17 (4), pp. 454-462.
Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing , 46 (3), pp. 92-101.
Homer, P., & Batra, R. (1994). Attitudinal Effects of Character-Based Versus Competence-Based Negative Political Communications. Journal of Consumer Psychology , 3 (2), pp. 163-185.
Jaros, S. T., Jermier, J. M., Koehler, J. W., & Sincich, T. (1993). Effects of continuance, affective, and moral commitment on the withdraw process: An evaluation of eight structural equation models. Academy of Management Journal , 36 (5), pp. 951-995.
Jones, M. A., Reynolds, K. E., Mothersbaugh, D. L., & Beatty, S. E. (2007). The positive and negative effects of switching costs on relational outcomes. Journal of Service Research , 9 (4), pp. 335-355.
Kanouse, D. E., & Hanson, L. R. (1972). Negativity in Evaluations. Attribution: Perceiving the Causes of Behavior. Morristown, NJ: General Learning Press.
Ko, J.-W., Price, J. L., & Mueller, C. W. (1997). Assessment of Meyer and Allen's Three-Component Model of organizational commitment in South Korea. Journal of Applied Psychology , 82 (6), pp. 961-973.
Konovsky, M. A., & Cropanzano, R. (1991). Perceived fairness of employee drug testing as a predictor of employee attitudes and job performance. Journal of Applied Psychology , 76 (5), pp. 698-707.
Langer, E. J., & Rodin, J. (1976). The Effects of Choice and Enhanced Personal Resposibility for Aged: A Field Experiment in an Institutional Setting. Journal of Personal and Social Psychology , 34 (2), pp. 191-198.
Laurent, G., & Kapferer, J. (1985). Measuring consumer involvement profiles. Journal of Marketing Research , 49 (1), pp. 41–53.
Maheswaran, D., & Meyers-Levy, J. (1990). The Influence of Message Framing and Issue Involvement. Journal of Marketing Research , 27 (3), pp. 361-367.
Mano, H., & Oliver, R. L. (1993). Assessing the dimensionality and structure of the consumption experience: Evaluation, feeling, and satisfaction. Journal of Consumer Research , 20 (3), pp. 451-466.
Meyer, J. P., & Allen, N. J. (1991). A three-component conceptualization of organizational commitment. Human Resource Management Review , 1 (1), pp. 61-89.
Meyer, J. P., & Allen, N. J. (1997). Commitment in the workplace: Theory, research, and applicaiotn. Thousand Oaks, CA: Sage.
Meyer, J. P., & Allen, N. J. (1987). Organizational commitment: Toward a three-component model, Research Bulletin No. 660. London: The University of Western Ontario, Department of Psychology.
Meyer, J. P., & Allen, N. J. (1984). Testing the 'side-bet theory' of organiztional commitment: Some methodo;ogical considerations. Journal of Applied Psychology , 69 (3), pp. 372-378.
Meyer, J. P., & Smith, C. A. (2000). HRM Practices and Organizational Commitment: Test of a Mediation Model. Canadian Journal of Administrative Science , 17 (4), pp. 319-331.
Meyer, J. P., Allen, N. J., & Smith, C. A. (1993). Commitment to organizations and occupations: Extension and test of a three-component conceptualization. Journal of Applied Psychology , 78 (4), pp. 538-551.
Meyer, J. P., Stanley, D. J., Herscovitch, L., & Topolnytsky, L. (2002). Affective, Continuance, and Normative Commitment to the Organization: A Meta-analysis of Antecedents, Correlates, and Consequences. Journal of Vocational Behavior , 61 (1), pp. 20-52.
Mittal, B. (1989). Must consumer involvement always imply more information search? Advances in Consumer Research , 16 (1), pp. 167-172.
Mogilner, C., Rudnick, T., & Iyengar, S. S. (2008). The mere categorization effect: How the presence of categories increases choosers' perceptions of assortment variety and outcome satisfaction. Journal of Consumer Research , 35 (2), pp. 202-215.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing , 58 (3), pp. 20-38.
Murray, K. B. (1991). A Test of Service Marketing Theory-Consumer Information Acquisition Activities. Journal of Marketing , 55 (1), pp. 10-25.
Oliver, R. L. (1993). Cognitive, Affective, and Attribute Bases of the Satisfaction Responses. Journal of Consumer Research , 20 (3), pp. 418-430.
Park, C. M., & Moon, B. J. (2003). The relationship between product involvement and product knowledge: Moderating roles of product type and product knowledge type. Psychology & Marketing , 20 (11), pp. 977-997.
Prestholdt, P. H., Lane, I. M., & Mathews, R. C. (1987). Nurse turnover as reasoned action: Development of a process model. Journal of Applied Psychology , 72 (2), pp. 221-228.
Pritchard, M. P., Havitz, M. E., & Howard, D. R. (1999). Analyzing the Commitment-Loyalty Link in Service Contexts. Journal of the Academy of Marketing Science , 27 (3), pp. 333-348.
Raju, S., & Unnava, H. R. (2006). The role of arousal in commitment: An explanation for the number of counterarguments. Journal of Consumer Research , 33 (2), pp. 173-178.
Raju, S., Unnava, H. R., & Montgomery, N. V. (2009). The effect of brand commitment on the evaluation of nonpreferred brands: A disconfirmation process. Journal of Consumer Research , 35 (5), pp. 851-863.
Reeder, G. D., & Fulks, J. L. (1980). When actions speak louder than words: Implicational schemata and the attribution of ability. Journal of Experimental Social Psychology , 16 (1), pp. 33-46.
Reeder, G. D., Henderson, D. J., & Sullivan, J. J. (1982). From dispositions to behaviors: The flip side of attribution. Journal of Research in Personality , 16 (3), pp. 355-375.
Schwartz, S. H. (1973). Normative explanations of helping behavior: A critique, proposal, and empirical test. Journal of Experimental Social Psychology , 9 (4), pp. 349-364.
Schwartz, S. H., & Tessler, R. C. (1972). A test of a model for reducing measured attitude-behavior discrepancies. Journal of Personal and Social Psychology , 24 (2), pp. 225-236.
Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the web. Journal of Interactive Marketing , 21 (4), pp. 76-94.
Sherry, J. F. (1990). A sociocultural analysis of a midwestern flea market. Journal of Consumer Research , 17 (1), pp. 13-30.
Sherry, J. F., McGrath, M. A., & Levy, S. L. (1993). The dark side of the gift. Journal of Business Research , 28 (3), pp. 225-245.
Skowronski, J. J., & Carlston, D. E. (1989). Negativity and extremity biases in impression formation: A review of explanations. Psychological Bulletin , 105 (1), pp. 131-142.
Skowronski, J. J., & Carlston, D. E. (1987). Social Judgment and Social Memory: The Role of Cue Diagnosticity in Negativity, Positivity, and Extremity Biases. Journal of Personality and Social Psychology , 52 (4), pp. 689-699.
Smith, D. C., & Park, C. W. (1992). The effects of brand extensions on market share and advertising efficiency. Journal of Marketing Research , 29 (3), pp. 296-313.
Strahilevitz, M., & Myers, J. G. (1998). Donations to charity as purchase incentives: How well they work may depend on what you are trying to sell. Journal of Consumer Research , 24 (4), pp. 434-446.
Surber, C. F. (1984). Inferences of ability and effort: Evidence for two different processes. Journal of Personality and Social Psychology , 46 (2), pp. 249-268.
Tillman, W. S., & Carver, C. S. (1980). Actors' and observers' attributions for success and failure: A comparative test of predictions from kelley's cube, self-serving bias,and positivity bias formulations. Journal of Experimental Social Psychology , 16 (1), pp. 18-32.
Vaughn, R. (1980). How advertising works: A planning model. Journal of Advertising Research , 20 (5), pp. 27-33.
Vaughn, R. (1986). How advertising works: A planning model revisited. Journal of Advertising Research , 26 (1), pp. 57-66.
Verhoef, P. C., Franses, P. H., & Hoekstra, J. C. (2002). The effect of relational constructs on customer referrals and number of services purchased from a multiservice provider: Does age of relationship matter? Journal of the Academy of Marketing Science , 30 (3), pp. 202-216.
Weathers, D., Sharma, S., & Wood, S. L. (2007). Effects of online communication practices on consumer perceptions of performance uncertainty for search and experience goods. Journal of Retailing , 83 (4), pp. 393-401.
Weinberger, M. C., & Dillon, W. R. (1980). The Effects of Unfavorable Product Information. Advances in Consumer Research , 7 (1), pp. 528-532.
Weinberger, M. G., Allen, C. T., & Dillon, W. R. (1981). Negative Information: Perspectives and Research Directions. Advances in Consumer Research , 8 (1), pp. 398-404.
Westbrook, R. A. (1987). Product/consumption based affective responses and postpurchase processes. Journal of Marketing Research , 24 (3), pp. 258-270.
Wiener, Y. (1982). Commitment in organizations: A normative view. Academy of Management Review , 7 (3), pp. 418-428.
Wortman, C. B. (1975). Some determinants of perceived control. Journal of Personality and Social Psychology , 31 (2), pp. 282-294.
Wright, P. (1974). The Harassed Decision Maker: Time Pressures, Distractions and the Use of Evidence. Journal of Applied Psychology , 59 (5), pp. 555-561.
Zaichkowsky, J. L. (1987). The emotional aspect of product involvement. Advances in Consumer Research , 14 (1), pp. 32-35.
Zajonc, R. B. (1968). Attitudinal Effects of Mere Exposure. Journal of Personality and Social Psychology , 9 (Supplement 2), pp. 1-27.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1993). The Nature and Determinants of Customer Expectations of Service. Journal of the Academy of Marketing Science , 21 (1), pp. 1-12.
Zhu, Z., Nakata, C., Sivakumar, K., & Grewal, D. (2007). Self-service technology effectiveness: The role of design features and individual traits. Journal of the Academy of Marketing science , 35 (4), pp. 492-506.