長期以來，企業廠商對於流傳在網路上的負面口碑，只能以召開記者會方式公開說明、澄清或解釋，希望能抵消這些內容所帶來的不良效應，至於效果如何卻不得而知。究其原因，在於企業並不了解消費者在面臨負面口碑和企業正面報導先後出現時，造成消費者態度改變的判斷依據究竟有哪些，因此本研究採用質化研究的焦點群體訪談法，歸納出八大類十七項判斷標準，最後並發展出七項相關命題，希望藉此提供給企業未來在面對網路負面口碑時，做為因應之決策參考。

For years, corporations used to hold press conferences to clarify themselves against negative word-of-mouth (WOM) spread in cyber-world which definitely damage corporations’ reputation. They expect to counterbalance the side-effects of on-line negative WOM thru media publicity. However, it is hard to evaluate if this strategy effective or not.
The reason that marketers suffer these uncertainty is because that marketers have no idea about how and why consumers change their attitudes and make their judgment while facing conflicting messages of negative WOM and corporations’ positive news releases. To resolve this issue, this thesis conducts 2 focus groups interview to collect data. This thesis classifies 17 judgments into eight categories, and conducts seven related hypothesis. Suggestions about how corporations deal with online negative WOM are also provided.

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