目前許多企業皆普遍發展出以顧客導向的口碑行銷模式，相關文獻亦證實藉由顧客需求或動機所發展出的行銷方式，將可誘發其幫助推廣產品口碑的行為。然而，實務上，卻鮮有將企業的網路口碑行銷方式與顧客需求同時進行探究。本研究係利用質化訪談的方式得知企業之網路口碑行銷步驟，再以量化的方式了解消費者推廣口碑的動機，進行之間的相互驗證。對象為美妝相關論壇的消費者，人數為181人。最後經研究顯示，企業之網路口碑行銷各步驟對消費者網路口碑行為皆會產生影響，其中，以差異需求提供影響最為深遠，而在產品資訊提供、額外資訊提供、以及網路動線規劃上，反而降低消費者散播口碑的動機，本研究結果可供企業做為後續在網路口碑行銷之參考。

Most of corporations have developed ewom marketing nowadays. Moreover, ewom-related references have confirmed this way that led to raise, induct the ewom behavior of customers. However, in this discussion of promoting ewom marketing steps, there’s seldom to talk about the cooperation of customer motivator and ewom marketing process in the same time. In order to solve this issue, the article will figure out what the ewom processes of corporations in quality research and motivations of spreading oneself opinion through 181 questionnaires in makeup-related platform, etc. The finding suggests each ewom step of corporations is coordinate with customers, especially in different-demanded supply. Surprisingly, product info, extra info and webpage arrangement have negative relation with consumer ewom sharing behavior.

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