企業提供令消費者滿意的產品或服務，目的之一是讓滿意的消費者能夠傳播正面口碑，但在口碑與顧客滿意度相關的文獻中，不少學者表示滿意的消費者不一定會提供口碑。目前口碑領域的文獻也只集中在研究消費者口碑之傳播動機，對於滿意消費者不傳播口碑的現象的研究卻是相對稀少的。
本研究首先對12位受訪者進行深度訪談，以內容分析法歸納出滿意消費者不向他人傳播口碑的因素，及釐清其是否向他人傳播口碑的決策過程，接著以量化問卷驗證質化結果，回收有效問卷共131份。
研究結果發現，滿意的消費者在決定是否向他人傳播口碑時是以類似漏斗的過濾模式在進行決策，本研究稱之為口碑漏斗（WOM funnel）。口碑漏斗具備有四道關卡，分別為：滿意消費者與口碑接收者的關係、滿意消費者與產品的關係、口碑接收者與產品的關係，及當下情境。滿意消費者會逐一檢視每個關卡，當四個關卡中的任何一關卡出現讓滿意消費者認為關係者彼此不適切，或讓當下情境為不適切的因素時，即為滿意消費者不傳播口碑的因素，使得口碑漏斗的過濾過程中斷，做出「喊停」的決策，此時，滿意消費者就會決定不會成為口碑傳播者。四大關卡之因素總比例分佈方面，造成滿意消費者與口碑接收者為不適切關係的因素比例最大，為37%；造成滿意消費者與產品為不適切關係，及不適切當下情境的因素比例相同，為24%；比例最小的是造成口碑接收者與產品為不適切關係的因素，為15%。
本研究藉由探討滿意消費者不傳播口碑的因素及其是否向他人傳播口碑的決策過程，彌補了消費者口碑傳播動機研究領域的不足之處；在實務上，除了提供調整行銷策略或營運策略的方向，也提供了有效刺激正面口碑的方式。

One of the purposes that enterprises strive in providing good products or services is to satisfy their consumers so that they would engage in positive WOM; however, in the references of WOM and customer satisfaction, some research revealed satisfied consumers necessarily offer WOM. So far, the WOM references focus only on factors motivating consumers to spread WOM. Still, the study of why satisfied consumers do not engage in WOM is missing.
This research employed in-depth interviews and 131 questionnaires to find out causes of why satisfied consumers do not engage in WOM and the evolving process of decision making.
The result shows that the decision process of the satisfied consumers do not engage in WOM is just like a funnel which can filter the causes of satisfied consumers do not engage in WOM. In this study we call it “The WOM funnel”. There are four gates: satisfied consumer-WOM receiver relationship, satisfied consumes-product relationship, WOM receiver-product relationship, and situation. When satisfied consumers perceive herself/himself, WOM receiver, and product do not to “fit” each other, there are “un-fit” relationships. Or they perceive the spreading of WOM is not suited to the situation, there is a “un-fit” situation. The two certain ways will bring the causes of satisfied consumers do not engage in WOM. When one of causes appears, the filter process will stop, and the satisfied consumers will make a “not to go” decision. So the satisfied consumers will not become a WOM communicator.
According to the result of the questionnaire survey, the proportion of the four gates causes is as following: the largest one is the causes of satisfied consumer-WOM receiver relationship (37%), the causes of satisfied consumes-product relationship and situation is equal (24%), the smallest one is the causes of WOM receiver-product relationship (15%).
The findings of this paper make up for the deficit of motives that consumers not engage in WOM. In practical, it does not only give light for different thoughts of marketing strategies, but also ways of how to stimulate positive WOM.

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