口碑領域的文獻中，相當缺乏針對口碑內容的探討，顯示以不同觀點分析口碑訊息內容，為值得努力的研究方向。本研究認為在口碑內容中，消費者提到的產品屬性具有產品層次，即核心利益、基本產品、期望產品、延伸產品及潛在產品五種層次上的分別。
本研究首先歸納手機產品屬性共40項，採用德菲法邀請11位具行銷學術背景之專家，將屬性依照產品五種層次分類。其次以內容分析法針對手機網路論壇Mobile01在5個月內（2008/8~12）共521則的討論文章，紀錄各屬性的出現次數。並結合德菲法的結果，獲得各產品層次的口碑分佈情形。
本研究發現：口碑訊息內容確實具有產品層次上的分佈，且明顯集中於「基本產品」及「期望產品」等二個層次。從產品屬性的角度來看，「外觀」、「照相」與「音質（耳機）」等3項屬性出現的次數都相當高，顯示消費者相當重視這三項屬性。本文提供口碑訊息內容探討不同的思考與研究方向。實務上，廠商可以了解消費者重視的產品屬性，並作為新產品研發及行銷活動的參考。

Over the years, much research has been done in the area of word of mouth (WOM), however, little is known about the contents of WOM. The purpose of this study is to gain a better understanding of the nature of WOM by using content analysis method. The concept of five product levels, namely core benefit, basic product, expected product, augmented product and potential product, are applied to demonstrate the dispersion of WOM content posted in the on-line forums.
The research firstly identified 40 product attributes that were mentioned in the discussion articles from a popular mobile phone web. By adopting Delphi method, 11 marketing experts were invited to classify those attributes into five product levels. Secondly, this research calculated the number of all attributes in the articles through content analysis. The study then selected 521 articles (2008/8~12) out from the Mobile01 forum. Combined with the conclusion got from Delphi method; the frequency distribution of the WOM by product levels was shown.
The results indicated that there was dispersion of product levels in the content of word-of-mouth. The outcome centered on basic product and expected product levels. The top three attributes were appearance, camera and quality of sound. This paper provides a diverse research on the contents of WOM. Enterprises can use this method to understand product attributes that consumers are really focused on, and refer the concept to develop new products and marketing strategies.

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