本研究探討認知風格、評估模式與消費者評論對消費者支付意願的影響，分別進行兩個實驗。實驗一採用2×2混合設計（消費者評論：敘事說服 vs 基於論證；評估模式：聯合評估 vs 單一評估），以量表衡量認知風格；實驗二採用2（認知風格：整體式vs分析式）× 2（消費者評論：敘事說服vs基於論證）× 2（評估模式：聯合評估vs單一評估）混合設計，並操弄認知風格。研究結果顯示：（一）在實驗一中，認知風格與評估模式對支付意願無交互作用，而實驗二中，認知風格與評估模式對支付意願呈部分顯著交互作用。單一評估時，分析思維者的支付意願高於整體思維者，但聯合評估時，整體思維者與分析思維者的支付意願無顯著差異。（二）在實驗一及實驗二中，認知風格與消費者評論對支付意願皆具顯著交互作用。當呈現敘事說服評論時，整體思維者的支付意願高於分析思維者；呈現基於論證評論時，分析思維者的支付意願高於整體思維者。（三）在實驗一、二中，認知風格、評估模式與消費者評論對支付意願皆存在三因子交互作用。單一評估下，基於論證評論組中分析思維者的支付意願高於整體思維者，敘事說服評論組則無顯著差異；聯合評估下，敘事說服評論組中整體思維者的支付意願高於分析思維者，基於論證評論組則無顯著差異。本研究不僅在學術貢獻方面深入探討消費者觀看他人評論後支付意願的變化，對於行銷實務亦提供具體建議：企業可依據消費者的認知風格差異，採取相應的評估模式並呈現適切類型的消費者評論，以提升消費者對產品的興趣，進而有更高機會產生消費行為。

This research investigates how cognitive style, evaluation mode, and consumer reviews influence consumers’ willingness to pay (WTP) , conducted through two separate studies. Study 1 used a 2×2 mixed design (consumer reviews: narrative persuasion vs. argument-based; evaluation mode: joint evaluation vs. single evaluation) with cognitive style measured using a scale. Study 2 used a 2×2×2 mixed design (cognitive style: holistic vs. analytic; consumer reviews: narrative persuasion vs. argument-based; evaluation mode: joint evaluation vs. single evaluation) with cognitive style manipulated. Results revealed that: (1) In Study 1, there was no interaction effect between cognitive style and evaluation mode on willingness to pay. In Study 2, a partial significant interaction was found between cognitive style and evaluation mode on willingness to pay. Under single evaluation, analytic thinkers demonstrated higher willingness to pay than holistic thinkers. However, under joint evaluation, there was no significant difference in willingness to pay between holistic and analytic thinkers. In contrast, this interaction effect was not observed in study 1. (2) In Studies 1 and 2, a significant interaction was found between cognitive style and consumer reviews on willingness to pay. When narrative persuasion reviews were presented, holistic thinkers demonstrated higher willingness to pay than analytic thinkers. Conversely, when argument-based reviews were presented, analytic thinkers showed higher willingness to pay than holistic thinkers. (3) In Studies 1 and 2, cognitive style, evaluation mode, and consumer reviews all exhibit a three-way interaction effect on willingness to pay. Under single evaluation, analytic thinkers showed higher WTP in argument-based review conditions, with no significant differences in narrative persuasion conditions. Under joint evaluation, holistic thinkers demonstrated higher WTP in narrative persuasion conditions, with no significant differences in argument-based conditions. This research not only makes an academic contribution by exploring the changes in consumers’ willingness to pay after viewing others’ reviews, but also provides practical marketing suggestions; that is, businesses can tailor evaluation modes and present appropriate types of consumer reviews based on differences in consumers’ cognitive styles, thereby increasing consumer interest in products and enhancing the likelihood of purchasing behavior.

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