近年來，各類型的網路行銷工具，如：部落格、論壇或是社群網絡等，成為各大企業行銷部門關注的標的。然而，這些網路口碑時常會出現不切實際或是無法客觀證實的現象，Laskey et al.（1989）將這類型口碑定義為「誇大口碑」，而誇大口碑是否會對口碑可信度及消費者購買意願造成影響是本研究關心的議題。本研究將以部落格寫手（ghost writer）為例，先以深度訪談得知誇大口碑的特色，並將訪談結果整理分類，以作為後續實驗情境的問卷設計，本研究嘗試以量化問卷的方式去探討誇大口碑對於口碑可信度及消費者購買意願造成的影響
本研究的結果發現，口碑誇大現象的存在是有必要的，誇大內容偏向產品資訊面，而非偏情緒面形容時，的確可以增加口碑可信度及消費者購買意願。另外，高誇大程度的口碑在可信度及購買意願上也比低誇大程度的口碑表現佳。希望藉由本研究的探討及驗證結果，可以有效的協助廠商在口碑行銷規劃上做為參考。

There are many kinds of marketing tools on the internet recently. Like blog, Facebook, forums or Plurk...etc, compared to traditional marketing advertising, which are useful and cost effective for industries. However, the electronic word-of-mouth (eWOM) are often unrealistic and can’t be proved, Laskey et al. (1989) referred the kind of word-of-mouth to as “exaggerated word-of-mouth”. The research surveyed if exaggerated word-of-mouth would affect credibility of eWOM and consumers’ purchase intention or not.
The research took ghost writers for example, and researcher used in-depth interview and design of experiment to test and verify. The result of the study found that if the exaggeration is much more about product itself, it would increase the credibility of WOM and the purchase intention of consumers; otherwise, if the exaggeration is much more about using experience, it would achieve the opposite effect. Besides that, higher level of exaggeration can also increase the credibility of WOM and the purchase intention of consumers. Findings of the research hope to help industries plan effective advertising or eWOM, being an reference for word-of-mouth marketing (WOMM)!

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