正面口碑行為對於消費者購買決策的影響已獲得諸多研究的證實，隨者網際網路的發展，傳統的實體口碑也逐漸以網路口碑的方式出現於討論區、留言板中。雖然口碑行銷行之有年，其影響力也為學者與業界所認同，然真實有效利用正面口碑推薦的力量卻有限。本研究以影響正面口碑為主軸探討其前因變項以及干擾變項的影響為何，試圖釐清影響正面口碑的原因。

研究結果顯示，（1）顧客滿意度對於正面口碑存在正向的影響效果；（2）產品別的不同對於正面口碑的傳遞具有干擾效果的存在；（3）產品屬性中流行性、創新性及昂貴性對於正面口碑的干擾效果較強。本研究將有助於企業了解正面口碑的相關效益及應用方法。

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