本研究旨在針對學生這一個族群的消費者，如何受到口碑的影響。透過選定的商品做為研究的主軸，把符合學生身分及有購買產品的人選出，經過文獻的整理，找出想釐清的主要方向，用一般性訪談的方式，了解學生在選購該產品以及使用後對於口碑的看法、受到的影響以及傳遞給其他潛在客戶的溝通方式。
研究發現大部分的學生對於口碑的傳遞方式偏好採用口頭傳播，對於產品口碑好壞的認知則是根據實用價值而定。即使發現產品本身有其他的負面口碑，也不影響學生的購買決策。
網路對於學生來說只是用於輔助，對於購買決策並沒有重大的影響，而本研究發現，接受度較高的產品，學生喜歡用面對面的口頭傳遞方式來推薦口碑，而接受度較低的產品則傾向上網分享口碑。

The purpose of this reaserch is that trying to understand how consumers which composed with students effected by WOM. This reaserch tries to find out some diffirent points and understand the opinions, effect, and communication’s way by WOM through the specific products and interview the suitable consumers with student identity.
This reaserch found out that students prefer to transmit WOM face to face. Students recognize the positive or negative WOM according to the utilized of the products. Even though the product has negative WOM, it won’t change students’ purchase choice.
Internet is just one kind of tools helping students to find information about the products. Besides, this reaserch found out that students prefer transmitting WOM face to face in highly acceptable products, but transmitting WOM through the internet in low acceptable products.

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