本文包含兩個研究。第一個研究是參照規範化流程構建網路口碑態度量表，通過探索性因數分析共析出5個因數代表網路口碑態度5個維度。第二個研究是在量表構建完成的基礎上，對原有廣告態度仲介模型中的關鍵變數之間的關係進行檢驗，結果表明，網路口碑態度模型與傳統廣告態度仲介模型假說並不一致，說明網路口碑態度的作用機理具有特殊性。

Firstly, we developed a reliable scale to measure “EWOM Attitude” through rigorous operational processes; exploratory factor analysis (EFA) results five factors represent five dimensions of the EWOM Attitude. Secondly we used it to re-examine the relationships among the key variables of the “Ad Attitude Mediation Model”, the results showed that the Model is not consistent with the traditional hypothesis of the “Ad Attitude Mediation Model”, indicating that the persuasion mechanism of the EWOM attitude is unique.