隨著口碑行銷近年來的蓬勃發展，行銷業者積極運用口碑行銷的方式促使消費者幫忙傳播產品口碑。近年來已有研究證實傳播口碑的行為不僅會影響到口碑接收者，還有口碑傳播者自身，口碑傳播者通過傳播口碑產生了情感承諾。
本研究通過設定不同的口碑內容，採用訊息框架、簽名行為、口碑品質作為研究重點，欲探究不同的口碑操弄方式對傳播口碑的消費者的影響，並探究專家性的干擾效果。本研究採用實境研究的方式，選擇餐廳作為實驗地點，採用2x2的實驗設計，使用單變量的變異數分析進行研究假說的驗證。研究結果發現，兩種正面的訊息框架之間對情感承諾的影響並無太大差異，但簽名行為可顯著提高消費者的情感承諾，並且當消費者撰寫的口碑的品質越好時，情感承諾越高。

In recent years, word of mouth marketing developed rapidly, marketing staff actively use word of mouth marketing to induce consumers to spread reputation of products. Studies have confirmed that the behavior of spreading word of mouth not only affect the recipient, but also senders themselves. Spreading word of mouth can generate senders’ affective commitment.
By setting the word-of-mouth content, the research focus on message framing, signature behavior and word-of-mouth quality and want to explore the effects of affective commitment manipulated by different ways to spread word of mouth and the effect of interference of market maven. The research chooses a restaurant to do the field study, and adopts experimental design of 2x2 using ANOVA analysis to verify hypothesis. The results show that, it is not much difference between the two positive message framing, but signature behavior can significantly increase consumer’s affective commitment. And when the word-of mouth quality is better, the affective commitment will be higher.

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