儘管口碑相關議題發展蓬勃，口碑現象的前因後果愈來愈明朗，然而口碑的定義仍缺乏較一致的共識。基於缺乏明確且完整的定義將導致學術對話上的誤解，而有礙口碑領域的後續發展的可能性，本研究先以word of mouth為關鍵字，在ABI/INFORM和BSP資料庫中搜尋出117篇與口碑直接相關的學術論文，並利用內容分析法來分析期刊論文中提及的口碑定義。
根據分析結果，本研究將「口碑溝通」定義為「買家之間根據不同的主題，以評論或推薦行為的方式，在不同的溝通管道交換訊息的溝通過程；此過程根植於傳遞者與接收者的人際網絡中，因此傳遞的訊息內容是不具商業意圖的，其可信度與影響力都被認為高於廣告和大眾媒體」，並進一步提出「口碑定義組合」，推論口碑包含四個不變的特徵：影響力、傳播範圍、溝通與資訊傳播；以及四個會隨著環境因素變動的特徵：溝通管道、溝通角色、訊息評論對象和訊息評論內容。希冀透過該口碑定義組合能減少口碑定義的模糊地帶，協助研究者提升往後的口碑研究品質。

Although the rising and flourishing of WOM topics and the clearer of WOM cause and effect, the definition of WOM still has no concrete consensus. It will bring the misunderstandings to the research, even to hinder the development of WOM research on account of lacking unequivocal and complete WOM definition. This research uses “Word-of Mouth” for keyword to search for WOM direct-related literatures in ABI/INFORM and BSP databases. The finding result of 117 articles will make use of “content method” to analyze the related definitions in them.
According to the analysis results, this research defines “Word-of-Mouth” as “The communication process is based on the ground of different topics, and buyers and buyers use the way in comment and referral to exchange information in different communication channels. Because the process is rooted in the sender-and-receiver interpersonal network, the content of the information is non-commercial. Also, the credibility and impact seem to be higher than commercials and the press. Moreover, this research brings up the framework of “WOM Definition Complex.” The framework infers that the four unchanged features of WOM: Impact, Dissemination Scope, Communication and Information Dissemination. And the four changed features of WOM to circumstances: Communication Channels, Communication Roles, Referral Targets and Referral Contents. This research is aspired to lower the vagueness of WOM definition and upgrade the quality of future research.

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