隨著所得的增加，再加上家庭結構的改變，雙薪家庭已成為目前的趨勢，帶動了人們飲食習慣的改變，外食人口的比例逐年攀升。
本研究以餐飲業為例，探討五個變數，包括傳播者親身經驗、傳播者專業、接收者專業、關係強度及接收者口碑搜尋頻率對消費者消費決策的影響。本研究目的旨在探討1.口碑訊息為傳播者的親身消費經驗時，口碑訊息對消費者消費決策的影響力較大。2.口碑訊息傳播者具備的專業程度較高時，口碑訊息對消費者消費決策的影響力較大。3.口碑訊息接收者具備的專業程度較高時，口碑訊息對消費者消費決策的影響力較小。4.口碑傳播者與接收者間的關係強度越強時，口碑訊息對消費者消費決策的影響力較大。5.口碑接收者愈頻繁地搜尋餐飲口碑時，口碑訊息對消費者消費決策的影響力較大等五個假設是否成立。本研究以台灣地區的消費者為研究對象，請受訪者回憶在選擇餐廳時受口碑影響其消費行為之經驗，再以問卷調查蒐集資料，共發出421份問卷，有效問卷為414份，並採用因素分析、Pearson相關分析、複迴歸分析方法驗證假設。
研究結果發現，1.當口碑內容為傳播者的親身消費經驗時，口碑訊息對消費者的決策影響較大2.傳播者的專業程度越高，口碑訊息對接收者的影響程度越大3.接收者的專業程度越高，口碑訊息對接收者在決策上的影響程度越小4.口碑傳播者與接收者間的關係強度越強，口碑訊息對接收者在決策上的影響程度越大5.口碑接收者尋求口碑的頻率越高，口碑訊息對接收者在決策上的影響程度越大

In food industry, considering the structure changes of family, double-income family has become the main stream. That both changes the traditional dietary habits and increases the ration of outside food population.
This article takes food industry for investigation, discussing how relative variables (including sender’s authentic first-person experience, sender’s expertise in the industry, receiver’s expertise in the industry, tie strength between sender and receiver, and WOM actively sought by receiver ) affect consumers’ buying decision. The research targets of this article are food consumers in Taiwan. The consumers are asked to recall how the word of month affects their experience of buying decision under above-mentioned conditions. The sample is form network survey, and consists 414 efficient questionnaires in 421 questionnaires we receive. We examine whether the sample is accordance with our assumptions using the methods including factors-analysis, Person-correlation and multiple regression.
The findings are significant consist with our assumptions : (1) Word of month with sender’s authentic first-person experience has more influence on consumers’ buying decision. (2) Word of month with higher sender’s expertise has more influence on consumers’ buying decision. (3) Word of month has less influence on consumers’ buying decision as they are more expert on the industry. (4) With the tie strength between senders and receivers increasing, word of month from sender has more influence on consumers’ buying decision. (5) Word of mouth has more influence on consumers’ buying decision as they are searched frequently.

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