網路口碑是透過網路將所知的資訊傳送給其他消費者，而網路論壇訊息即屬於網路口碑傳播範圍的一種。根據許多相關研究發現，消費者在選擇商品時會參考口碑，也會有從眾行為。2007年中的調查顯示網友受部落格評價或評比影響購物意願是74%，其中瀏覽美容與保養的比例為29.7%，可見由於化妝品屬於高度購買風險，消費者在購買時更會去蒐集相關資訊。因此，本研究透過質化訪談的方式，針對36位曾觀看UrCosme使用心得的網友，探討UrCosme使用心得中不同因素對其購買意願的影響。
本研究的結果發現UrCosme中，其指數、件數、正面訊息、中立訊息、分享者為專家、詞彙豐富、負面訊息、人稱代名詞、形式中的省略詞及附語言中的標點符號皆會影響大部分受訪者的購買意願。希望藉由這些影響因素的探討與研究結果，提出管理意涵給予論壇經營者、相關產業廠商、或化妝品業者作為行銷策略制定的參考。

Online word-of-mouth is through the Internet will understand the information sent to other consumers and the Internet forum that is the message of Internet dissemination of a reputation. According to many studies found that consumers in the selection of goods at the reference word, there will be herd behaviors. In 2007 survey of cyber friend by the blog evaluation or appraisal will affect shopping is 74 percent, to beauty and maintenance of a ratio of 29.7 percent, cosmetics are highly visible due to the purchase of risks, consumers at the time of purchase will be to gather relevant information. Therefore, this study through the qualitative interviews, 36 have been against the use of watch UrCosme experience of crime and the use of UrCosme experience in the different factors affecting the will of their purchase.
The results of this study found that UrCosme, its index, the number of positive messages, neutral message, to share the experts, rich vocabulary, negative messages, known as synonymous, in the form of the omission of the word and punctuation in all languages will affect the some of the respondents will buy. Hope that through these factors affect the results of the study, to give meaning to the management forum operators, manufacturers of related industries, or cosmetics industry as a marketing strategy developed for reference.

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