電子口碑不論在學術方面或是商業活動方面已經被多方的探討，許多研究都指出了電子口碑在各方面的影響力。本研究將在社群溝通框架下，研究電子口碑相關的文獻變數，並探討哪些變數會影響消費者對電子口碑的採納。 消費者對電子口碑的認知可信度，在消費者決策制定的過程中被發現是一個重要的因素。而本研究也歸納出接收者涉入程度、接收者與傳送者關聯度、傳送者專業度、雙面訊息、口碑強度，皆會影響接收者的認知可信度，最後影響其對電子口碑之採納。 The notion of electronic word-of-mouth (eWOM) communication has received considerable attention in both business and academic communities. Numerous studies have been conducted to examine the effectiveness of eWOM communication. This study used the social communication framework to summarize and classify prior eWOM studies. This study also investigate what factors impact consumer adoption of eWOM. Receiver’s perceived credibility of eWOM is an important factor in the decision-making process. In this study, sender’s expertise, receiver’s involvement, rapport, sidedness and argument quality are the five key factors. Finally, this study convinced that receiver’s perceived eWOM credibility has positive effect on consumer adoption of eWOM.