商業化網路口碑是指透過網路平台傳達口碑，讓使用者認為是單純的經驗分享而達到增加商業價值的目的。近幾年，商業化網路口碑的研究聚集在發文內容的探討，然而企業以回覆網友發文的方式操控商業化網路口碑有日益普及的趨勢，但在研究上卻較少提及。
本研究應用紮根理論法進行質化研究，透過訪談七位專家並將500則商業化網路口碑進行分析。研究結果揭露企業如何操作商業化網路口碑，歸納出商業化網路口碑的回文判斷準則，並發展商業化網路口碑回文之模型。另外本研究提供網路論壇管理者管制可能具有商業化口碑的回文，並有助於消費者未來在尋找網路口碑時能判斷其真實性。

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In recent years, the internet review has been widely as a marketing tool by many businesses to reply to postings to achieve the goals of building a positive product image and value. However, insufficient research studies have been done in this field for the posting of content.
The grounded theory was used in this research for a qualitative study. The analysis was done through interviews with 7 professionals and analysis of 500 commercial Word-of-month (WOM) reports in the internet. First, these findings can instruct businesses on how to manipulate commercial WOM to reply to postings on a website. Secondly, it summarized the commercial WOM criterion in reply posting and developed models. The result not only provides online forum managers with a reference for managing their website to harness commercial WOM but also to find out the difference of judgment criterion between commercial and noncommercial messages when consumers browse the Web.

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