| Summary: | 碩士 === 國立高雄第一科技大學 === 資訊管理研究所 === 104 === With the rapid development of internet, the social platform increased rapidly by a lot of users in these years. Because of development of network, many people will share their ideas and comments on the platform. Therefore, the network platform gathered a huge number of the comments and words of mouth, it causes many people used the comments as the reference before purchase. On such a virtual network platform, the real or not of the review has become an issue investigating by many research. This study used the eWOM and review of the restaurant industry as the background and to investigate the moderating role of the social Tie and online review valence in source credibility, information usefulness, and the attitude toward the review. We set four situation based on the two moderating variables. The study found that source credibility and attitude toward the review will be moderated by social tie, the receiver will be affected by the information which from the different social tie. But there is no moderating effect on information usefulness, it means the receiver thinks the information is equally useful no matter who is the review provider. For receiver, the different review valence will significantly moderate source credibility, information usefulness and attitude toward the review.
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