在口碑推薦的陳述方面，不難發現均是採用訊息正反性的陳述方式，正面陳述是強調該產品的優點或是顧客購買或使用該產品潛在獲得的結果；反面陳述則是強調如果該產品沒有被選擇或是產品選擇有錯誤的決策時，顧客的潛在損失。然而，過去研究有著兩種截然不同的結果，主要的原因在於口碑對不同的產品屬性具有不同的影響效果。因此，本研究目的在於口碑訊息陳述在不同產品屬性下的影響情況。首先，先探討口碑正反訊息陳述與消費者對產品評價之關係，接下來進一步探討，在不同產品屬性的干擾下，不同訊息陳述是否會對產品評價有不同的影響。
在研究方法上，選擇數位相機、有機蔬菜、髮廊、主題餐廳和牙膏五種產品為實驗產品，採用5×2的實驗設計，使用多變量變異數（MANOVA）分析進行研究假設之驗證。研究結果發現：在產品型態方面，不管是實體產品、無形服務、或是產品服務混合性的商品，反面訊息陳述所產生的效果較佳。在評估方面，不易評估的信賴性產品反面訊息陳述的效果較好；容易評估的搜尋性產品，正面訊息陳述的效果較好。在耐久性與非耐久性方面，耐久性產品以正面訊息陳述的效果較好；在非耐久性產品方面，反面訊息陳述的效果較好。在價位方面，不管是低價位產品或是高價位產品，其結果都是以反面訊息陳述的效果較佳。

In message statement of WOM, it is easy to find that WOM statement adopt positive or negative description. Positive statement emphasizes the advantage of the product or potential gains after customers buy or use product. Negative statement emphasizes customers’ potential losses if the product is not chosen or if product is wrong choice. However, there were two kinds of completely different results in the past. The main reason lies in WOM has different influence results in different product attributions. Therefore, this research purpose lies in the different influence effects under different product attributions in WOM statement. It is first to discuss the relationship in positive and negative messages of WOM to consumers’ product evaluation. Then, discuss different messages effect product evaluation in different product attributions.
On the research approach, experiment products are digit camera, organic vegetables , hairdresser's , theme restaurant and toothpaste. This research adopts experimental design of 5×2, and uses MANOVA Analysis to bring up hypothesis and test it. The result of study is found: in the product type, no matter entity products, intangible service, or the mixture of goods and service, the negative message is relatively good. In the evaluation, about the credence qualities product which is not easy to evaluate, negative message is better; about search qualities product which is easy to evaluate, positive message is better. In the durable goods and non-durable goods, positive message is better about durable goods; negative message is better about non-durable goods. In the price, no matter low price or high price, negative message is relatively good.

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