本研究主要目的是探討在社交網站上使用者參與口碑行為的動機，期望藉由廣泛的文獻理論探討後，定義出相關研究假設，並以此為基礎，設計符合主題的抽樣問卷進行調查，最後將問卷調查彙整加以分析、驗證，而後提出研究結論。
進行完系統性研究及文獻量表分析後，本研究先歸納出兩大構面：分別是社群構面及自我構面，並在其兩大構面中分別整理出可能影響使用者口碑行為的各項假設動機，納入本研究抽樣量表，加以調查，逐一驗證及評估可能的相互關係。最後研究結果指出在社群構面(關係強度、表達、社交地位提升、關係管理、規範影響、資訊影響)和自我構面(利他主義、自戀、形象建設、成就)都積極影響使用者參與口碑行為的動機。更有甚者、這十個因素將是複合式的存在於使用者在參與口碑行為的主觀意識中，具有驅動性的作用。
本研究的發現將為口碑行為動機理論提供有用的啟示，對於現有的企業在社群網路上行銷及品牌推動實踐來說，具有極高的參考價值。

The main The primary objective of this study was to investigate the users’ motivation to engage in word-of-mouth behavior on social network. We defined the relevant assumptions to disseminate WOM on SNSs through by providing an extensive synopsis of the extant literatures on WOM, followed by designing and conducting the sampling questionnaire survey which conform with our subject. Subsequently, we collected the results of the questionnaire, analyzed and verified them through SPSS. Finally, we putted forward the research conclusion.
During our research, we firstly generalized two main constructs: social constructs and personal constructs after we had done systemic research and analyzed the literature scales, next sorted out the hypothesis motivations which may affect WOM dissemination on SNSs from them. then, brought them into the sampling scale of our research. Where after, the hypothesis motivations had been conducted, verified and evaluated the possible relationship one by one with the help of SPSS. Ultimately here comes the result, which revealed that not only social constructs (tie strength, expressiveness, social status enhancement, relationship management, normative influence, and informational influence), but also personal constructs (altruism, narcissism, image building, and achievement) were positively effect on user’s engagement in word-of-mouth. What’s more, these ten factors complexly exist in the consumers’ subjective consciousness of engaging in word-of-mouth behavior on social network sites, which acted as a drive role.
These findings can provide useful implications for theory in the motives to disseminate word-of-mouth, and be a useful resource and reference to the marketing practice and Brand promoting practice.

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