電子商務興起讓網路行銷議題開始被重視，過去研究多以巨量資料分析網路廣告的內容是否能引發消費者關注，少有研究關注消費者傳播網路評論的行為模式，然而網路環境下時常發生有心人士或對手企業利用網路匿名特性發動輿論攻擊的事件，甚至利用金錢收買大量電腦帳號，操弄電子商務平台的評價以及相關論壇的討論風向，其傷害範圍廣泛且迅速，並且難以防範和追查，因此這類的網路負面口碑散佈攻擊的影響不容忽視。本研究以道德疏離理論出發，從文獻中整理出網路特性結合並探討，找出影響網路惡意攻擊的因素。本研究使用線上問卷，共回收306份有效樣本。研究顯示，在電子商務環境下，網路的去抑制行為、從眾效應、企業品牌名聲都會對網路使用者的道德疏離感有正向影響，進而引發傳播負面訊息的意圖。最後，本研究亦根據研究結果提出理論與實務的建議，期望對未來相關領域的研究有所助益。

The coming of the generation of e-commerce makes the issues of online marketing and online word-of-mouth(WOM) receive more attention. Most of research on online marketing focused on advertising content or big data technology. Few studies focus on the online word-of-mouth(WOM) or the consumers’ behavior in internet environment. The consumers’ behavior, including making negative comments online or pressing dislike button, may be more influential than advertisement. Based on prior research, we use moral disengagement theory to explore a relationship between consumers’ negative word-of-mouth and e-commerce environment factors.
Data collected from 306 users of the Internet provide enough reliability and validity for the research model. The results suggested that disinhibition, conformity and brand reputation enhance moral disengagement and decrease trust belief. Our study offers a new perspective on the internet environment factors that foster behavior of spreading negative WOM and inspire cognitive rationalizations of such behavior. Practical implications for theory and practice and suggestions for future research are also discussed.

論文審定書 i
摘要 ii
Abstract iii
第一章 緒論 1
第一節 研究背景 1
第二節 研究動機 2
第三節 研究目的 3
第四節 研究流程 3
第二章 文獻探討 5
第一節 網路口碑 5
第二節 道德疏離 6
第三節 去抑制行為 7
第四節 從眾效應 9
第三章 研究方法 10
第一節 研究模型 10
第二節 研究假說 11
第三節 操作型定義 13
第四節 研究設計 14
第四章 資料分析 18
第一節 樣本基本資料 18
第二節 衡量模型 19
第三節 模型及假說驗證 29
第五章 結論與建議 31
第一節 研究結果及討論 31
第二節 理論及實務意涵 34
第三節 研究限制與未來方向 37
參考文獻 38
附錄：本研究正式問卷 46

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