隨著商業活動的發達，衍生出的行銷工具包羅萬象，而其中的口碑行銷正逐漸受到實業界的重視。在學術界中，許多的研究報告對於口碑行銷的效果也是抱持肯定，甚至有學者認為口碑比其他的行銷工具更為有效。但是，在口碑研究的相關文獻中，關於探討產品與口碑關係的文獻卻多侷限於單一類型的產品。少有實證研究比較不同產品類型的口碑效果。故本研究以此方向，試圖篩選不同類型的代表性產品，並綜合比較其與口碑行為之間的關係，以釐清較容易引起口碑效果的產品類型。藉此，使企業在行銷商品時，可依據研究結果著重調整產品的類型，使產品更能引發口碑效果，並藉由行銷策略的調整，著重增加口碑行銷的權重，以創造高話題性產品，增加產品收益。
研究結果顯示，1. 不同的產品類型會影響口碑行為的高低程度。便利品為低度口碑行為產品，選購品及特殊品為高度口碑行為產品。2. 產品類型中的流行性、昂貴性及競爭性，會顯著影響口碑搜尋行為。3. 產品類型中的流行性、昂貴性及體驗性，對於口碑散佈行為會有影響，但不如口碑搜尋行為顯著。因此，本研究證實口碑行為確實會因為產品的類型不同而產生差異。

With developing of business activities, more and more marketing tools are be created and used around business world. One of marketing tools, word-of-mouth, is more and more important to be used not only in business world but also in academic world.
However, most of research in word-of-mouth focuses on relationship between only one category of products and word-of-mouth behavior. According to these situations, we need to try to select overall categories of products to compare with each relationship of word-of-mouth behavior comprehensively in order to clarify which category of product could bring higher word-of-mouth effect. Depending on the result, business could weigh a matter carefully to adjust marketing strategy and category of product in order to arouse word-of-mouth effect. Consequently, business could gain products profits after word-of-mouth effect rising.
The results show that, 1. Magnitude of word-of-mouth effects depending on different categories of products. Convenience goods categorize product of lower word-of-mouth effect. Shopping goods and specialty goods categorize product of higher word-of-mouth effect. 2. Fashionable property, expensive property, and competitiveness would influence word-of-mouth seeking behavior. 3. Fashionable property, expensive property, and experience property would influence word-of-mouth spreading behavior. Therefore, this research proves that the effect of word-of-mouth would be influenced by different cattegories of product.

一、 中文部份
1.吳文緯，民國九十五年，「產品差異與口碑行為之研究」，國立台灣科技大學企業管理研究所碩士論文。
2.林廷威，民國九十三年，「不同產品屬性下顧客滿意度對正面口碑之影響」，國立台灣科技大學企業管理研究所碩士論文。
3.曾鈐潮，民國八十八年，「大學生購物方式偏好行為之研究」，國立中央大學工業管理研究所碩士論文。
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