直覺上，滿意度與正面口碑傳播應有正向的關係，但從文獻中發現兩者間並無必然的正向關係，原因之一可能是受產品知覺風險與產品涉入干擾所致。
本研究針對上述可能的干擾進行量化驗證，透過2（高、低滿意情境）× 2（高、低知覺風險）× 2（高、低產品涉入）的實驗設計，蒐集化妝品問卷103份與電影問卷66份，資料分析顯示：（1）顧客滿意度與正面網路口碑傳播有正向關係；（2）高知覺風險並未如文獻所宣稱的具有負面干擾效果；（3）產品涉入具有正向的干擾，但高滿意度的化妝品，此一干擾不顯著。本研究讓我們對口碑的傳播有進一步的瞭解，文中也對管理意涵做充分的討論。

Intuitively, satisfaction increases with positive word-of-mouth spreading, but a checking of past literatures shows that a necessary positive interrelation between the two doesn’t exist. One of the reasons may be the moderating effects caused by perceived risk and product involvement.
This research is survey of the moderating effects (if it exists) mentioned above, with a 2 ( high, low satisfactory situation) × 2 ( high, low perceived risk) experimental design, which includes 103 questionnaires on cosmetics and 66 on movies. The analysis of the survey reveals that: (1) customer satisfaction have significant positive relationship with online word-of-mouth spreading, (2) high perceived risk has an effect of positive interruption on word-of-mouth spread, which is different from what we learned from the past literatures, and (3) product involvement has an effect of positive moderating effects on word- of- mouth spread, but with highly satisfaction customer of cosmetics, this effect is not significant. This research enriches our understanding of word-of-mouth spread, the meaning of management fully discussed.

1.Anderson, E.W. (1998), “Customer Satisfaction and Word-of-Mouth,” Journal of Service Research, 1 (1), 5-17.
2.Allsop, D.T., B.R. Bassett, and J.A. Hoskins (2007), “Word-of-Mouth Research: Principles and Applications,” Journal of Advertising Research, 47 (4), 398-411.
3.Antil, John H. (1984), “Conceptualization and Operationalization of Involvement,” Advances in Consumer Research, 11 (1), 203-209.
4.Arndt, Johan (1967), “Role of Product-Related Conversations in the Diffusion of a New Product,” Journal of Marketing Research, 4 (1), 291-295.
5.Arnett, Dennis B., Steve D. German, and Shelby D. Hunt (2003), “The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing,” Journal of Marketing, 67 (2), 89-105.
6.Bansal, Harvir S. and Peter A. Voyer (2000), “Word-of-Mouth Processes within a Services Purchase Decision Context,” Journal of Service Research, 3 (2), 166-177.
7.Bayus, Barry L. (1985), “Word of Mouth: The Indirect Effects of Marketing Efforts,” Journal of Advertising Research, 25 (3), 31-39.
8.Bettencourt, Lance A. (1997), “Customer Voluntary Performance: Customers as Partners in Service Delivery,” Journal of Retailing, 73 (3), 383-406.
9.Biyalogorsky, E., E. Gerstner, and B. Libai (2001), “Customer Referral Management: Optimal Reward Programs,” Marketing Science, 20 (1), 82-95.
10.Bone, P.F. (1995), “Word-of-Mouth Effects on Short-term and Long-term Product Judgment,” Journal of Business Research, 32 (3), 213-223.
11.Buttle, F.A. (1998), “Word of Mouth: Understanding and Managing Referral Marketing,” Journal of Consumer Research, 14 (3), 241-254.
12.Cheung, Christy M.K., Matthew K.O. Lee, and Neil Rabjohn (2008), “The Impact of Electronic Word-of-Mouth: The Adoption of Online Opinions in Online Customer Communities,” Internet Research, 18 (3), 229-247.
13.Cronbach, L.J. (1951), “Coefficient Alpha and the Internal Structure of Tests,” Phychomertrika, 16 (3), 297-334.
14.Dholakia, U.M. (2001), “A Motivational Process Model of Product Involvement and Consumer Risk Perception,” European Journal of Marketing, 35 (11/12), 1340-1360.
15.Dichter, E. (1966), “How Word-of-Mouth Advertising Works,” Harvard Business Review, 44 (6), 147-166.
16.Feick, L.F. and L.L. Price (1987), “The Market Maven: A Diffuser of Marketplace Information,” Journal of Marketing, 51 (1), 83-97.
17.Flynn, L.R, R.E. Goldsmith, and J.K. Eastman (1994), “The King and Summers Opinion Leadership Scale: Revision and Refinement,” Journal of Business Research, 31 (1), 55-61.
18.Geok, T.L. and Ng Sophia (2001), “Individual and Situational Factors Influencing Negative Word-of-Mouth Behavior,” Canadian Journal of Administrative Science, 18 (3), 163-178.
19.Gremler, D.D., K.P. Gwinner, and Brown, S.W. (2001), “Generating Positive Word-of-Mouth Communication through Customer-Employee Relationships,” International Journal of Service Industry Management, 12 (1), 41-59.
20.Ha, H.Y. (2002), “The Effect of Consumer Risk Perception on Pre-purchase Information in Online Auction: Brand, Word-of-Mouth, and Customized Information,” Journal of Computer-Mediated Communication, 8 (1). [available at http://jcmc.indiana.edu/vol8/issue1/ha.html].
21.Harrison-Walker, L. Jean (2001), “The Measurement of Word-of-Mouth Communication and an Investigation of Service Quality and Customer Commitment as Potential Antecedents,” Journal of Service Research, 4 (1), 60-75.
22.Hennig-Thurau, T., K.P. Gwinner, G. Walsh, and D. D. Gremler (2004), “Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet,” Journal of Interactive Marketing, 18 (1), 38-52.
23.Holmes, J.H. and J.D. Jr. Lett (1977), “Product Sampling and Word of Mouth,” Journal of Advertising Research, 17 (5), 35-40.
24.Knauer, V. (1992), Increasing Customer Satisfaction. United States Office of Consumer Affairs, Pueblo, CO.
25.Lampert, S. and L.J. Rosenberg (1975), “Word of Mouth Activity as Information Search: a Reappraisal,” Journal of the Academy of Marketing Science, 3 (4), 337-354.
26.Lee, J., Do-Hyung Park, and I. Han (2008), “The Effect of Negative Online Consumer Reviews on Product Attitude: An Information Processing View,” Electronic Commerce Research and Applications, 7 (3), 341-352.
27.Lee, M.K.O., C.M.K. Cheung, K.H. Lim, and C.L. Sia (2006) “Understanding Customer Knowledge Sharing in Web-Based Discussion Boards: An Exploratory Study,” Internet Research, 16 (3), 289-303.
28.Liu, Yong (2006), “Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue,” Journal of Marketing, 70 (3), 74-89.
29.Mangold, W.G., F. Miller, and G. Brockway (1999), “Word-of-Mouth Communication in the Service Marketplace,” Journal of Services Marketing, 13 (1), 73-89.
30.Mattila, A. (2001) “The Impact of Product Category Risk on Service Satisfaction Evaluations,” International Journal of Hospitality Management, 20 (1), 29-43.
31.Maxham, James G. III (2001), “Service Recovery's Influence on Consumer Satisfaction, Positive Word-of-Mouth, and Purchase Intentions,” Journal of Business Research, 54 (1), 6-16.
32.Mazzarol, Tim, Jillian C. Sweeney, and Geoffrey N. Soutar (2007), “Conceptualizing Word-of-Mouth Activity, Triggers and Conditions: An Exploratory Study,” European Journal of Marketing, 41 (11/12), 1475-1494.
33.Mitchell, Vincent-Wayne (2004), “Consumer Perceived Risk: Conceptualisations and Models,” European Journal of Marketing, 33 (1/2), 163-195.
34.Murray, Keith B (1991), “A Test of Services Marketing Theory: Consumer Information Acquisition Activities,” Journal of Marketing, 55 (1), 10-25.
35.Oliver, R.L. and J.E. Swan (1989), “Consumer Perceptions of Interpersonal Equity and Satisfaction in Transactions: A Field Survey Approach,” Journal of Marketing, 53 (2), 128-147.
36.Oliver, R.L. (1997), Satisfaction: A Behavioral Perspective on the Consumer. Boston: Irwin McGraw-Hill.
37.Phelps, Joseph E., Regina Lewis, Lynne Mobilio, David Perry, and Niranjan Raman (2004), “Viral Marketing or Electronic word-of-month Advertising: Examining Consumer Response and Motivations to Pass along E-mail,” Journal of Advertising Rresearch, 44 (4), 333-338.
38.Richins, M.L. (1983), “Negative Word-of-Mouth by Dissatisfied Customers: A Pilot Study,” Journal of Marketing, 47 (1), 68-78.
39.Richins, M.L. (1984), “Word of Mouth Communication as Negative Information,” Advances in Consumer Research, 11 (1), 697-702.
40.Richins, M.L. and Teri Root-Shaffer (1988), “The Role of Involvement and Opinion Leadership in Consumer Word-of-Mouth: An Implicit Model Made Explicit,” Advances in Consumer Research, 15 (1), 32-36.
41.Rogers, E.M. (1983), Diffusion of Innovation. Glencoe, IL: The Free Press.
42.Rosen, Emanuel (2000), The Anatomy of Buzz: How to Create Word of Mouth Marketing. Copyrighted Material.
43.Ryu, G. and L. Feick (2007), “A Penny for Your Thoughts: Referral Reward Programs and Referral Likelihood” Journal of Marketing, 71 (1), 81-94.
44.Sen, S. and D. Lerman (2008), “Why Are You Telling Me This? An Examination into Negative Consumer Reviews on the Web,” Journal of Interactive Marketing, 21 (4), 76-94.
45.Stuauss, Bernd (1997), “Global Word of Mouth: Service Bashing on the Internet Is a Thorny Issue,” Marketing Management, 6 (3), 28-30.
46.Sun, T., S. Youn, G. Wu, and M. Kuntaraporn (2006), “Online Word-of-Mouth (or Mouse): An Exploration of Its Antecedents and Consequences,” Journal of Computer-Mediated Communication, 11 (4). [available at http://jcmc.indiana.edu/vol11/issue4/sun.html].
47.Sundaram, D.S., K. Mitra, and C. Webster (1998), “Word-of-Mouth Communications: A Motivational Analysis,” Advances in Consumer Research, 25 (1), 527-531.
48.Thomas, G.M. Jr (2004), “Building the Buzz in the Mind,” Journal of Consumer Behaviour, 4 (1), 64-72.
49.Venkatraman, M.P. (1990), “Opinion Leadership, Enduring Involvement and Characteristic of Opinion Leaders: A Moderating or Mediating Relationship,” Advances in consumer Research, 17 (1), 60-67.
50.Wand, Y. and D.R. Fesenmaier (2003), “Understanding the Motivation to Contribute to Online Communities: An Empirical Study of an Online Travel Community,” Electronic Markets, 13 (1), 33-45.
51.Wangenheim, F. and T. Bayón (2004), “The Effect of Word-of-Mouth on Services Switching: Measurement and Moderating Variables,” European Journal of Marketing, 38 (9/10), 1173-1185.
52.Watkins, Harry S. and Raymond Liu (1996), “Collectivism, Individualism and In-Group Membership: Implications for Consumer Complaining Behaviors in Multicultural Contexts,” Journal of International Consumer Marketing, 8 (3-4), 69-96.
53.Westbrook, Robert A. (1987), “Product/Consumption-Based Affective Responses and Postpurchase Processes,” Journal of Marketing Research, 24 (3), 258-270.
54.Wirtz, Jochen and Patricia Chew (2002), “The Effects of Incentives, Deal Proneness, Satisfaction and Tie Strength on Word-of-Mouth Behavior,” International Journal of Service Industry Management, 13 (2), 141-162.
55.Zaichakowsky, J.L. (1985), “Measuring the Involvement Construct,” Journal of Consumer Behavior, 12 (3), 341-352.