由於網路口碑對消費者的影響力極大且具有匿名性，企業有機會雇用寫手假扮消費者，介入口碑行銷。其中某些企業過於誇大的口碑操作，放任寫手在口碑上造假或發表其他品牌的負面口碑。這樣的行為一旦被揭露之後容易成為負面事件，造成品牌形象的傷害。由於口碑訊息是消費者購買決策的重要依據，若消費者發現自己所參考的訊息是企業付錢操作的口碑，消費者會感到被欺騙，對於企業可能會產生不利的影響。
然於，由於消費者進行購買決策時並非完全依賴口碑訊息，仍有很多資訊是由消費者自主判斷。所以，實務上很難區分購買決策是否完全受到寫手所影響。從過去研究得知，消費者會對個人發表言行產生承諾，因此，若消費者受寫手文影響而購買產品，並在購後使用滿意，也曾經分享產品的正面訊息，則當寫手文被揭露之後，企業不誠信的行銷手法與個人過去對產品的正面評價會產生衝突，則此時消費者會選擇唾棄企業，還是會持續支持產品。此一現象在實務上常常發生，但卻未曾被研究討論。
如上述，本研究以實驗法探討(1)當口碑資訊被揭露之後，消費者會不會降低對口碑的可信度或是情感性承諾上受到衝擊；(2)為若口碑接收者在看到幕後揭露出來的資訊之前，就有發表行為，向親友推薦產品，是否就會讓接收者減少因為資訊揭露帶來的影響。利用2＊3的實驗設計，研究「揭露類型」和有無口碑的「發表行為」與口碑可信度和對產品情感性承諾的影響。本研究最後建議企業在執行口碑行銷時應謹慎小心，並以誠實作為基本原則。

As the E-word of mouth influence on consumer and has a great anonymity, businesses have the opportunity to hire paid poster posing as customers. Some of these companies operate exaggerated reputation, letting writers’ fraud or other brands of negative word of mouth published on reputation. Once such behavior is likely to be negative events revealed, causing damage to the brand imageThis research experiment to explore that the information behind word of mouth was disclosed will decrease credibility of word of mouth or be damage to affective commitment of product.
We use a 3 (disclosure: no disclosure vs. paid poster vs. fake WOM) x2 (recommend behavior: no recommend vs. recommend) between-subject design. And use lipsticks for experience design to research what’s different about different disclosure situation in different behavior.
We found that disclosure of paid poster cause damage to WOM credibility and affective commitment of product no matter your recommend behavior.Finally, we recommend that companies in the implementation of word of mouth marketing should be based on honesty as a fundamental principle.

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