有許多研究已證實口碑對消費者的購買決策具不可忽視的影響力，口碑推薦衍然成為行銷領域的重要議題，依據Dye (2000)的研究指出「金融業」受口碑影響程度為中等，但是搜尋相關文獻，多數研究以口碑對消費型產品的影響居多，對於金融商品的研究相對稀缺，然而，FinTech發展所帶動的數位轉型不只改變了金融業提供服務的方式，對於經營客戶三大步驟-獲客、留客、活客亦產生了巨大的變化，尤其金融服務屬於後經驗品（Post-experience good），投資人難以透過觀察進行判斷，即使在開始消費後的短期內亦然，因此更加倚賴口碑的推薦評論進行判斷。有鑑於此，本研究透過開戶選擇及投資經驗調查問卷進行羅吉斯迴歸分析(Logistic regression)，探討在選擇證券戶的關鍵因素中，口碑推薦（親友、網友）與其他自變數之關聯性。
在本文的研究中，年齡愈大，口碑推薦對其影響力愈高，呈現正相關；投資經驗愈久，口碑推薦對其影響力大，呈現正相關；年收入與口碑推薦關係不顯著；偏好投資價值波動率愈大的商品，口碑推薦對其影響力愈低，呈現負相關；月收入用於投資或儲蓄比例高，口碑推薦對其影響力低，呈現負相關；交易頻率愈高，口碑推薦對其影響力愈高，呈現正相關；擁有的證券帳戶數愈多，口碑推薦對其影響力愈低，呈現負相關；人生觀/價值觀愈趨向理性，口碑推薦對其影響力愈低，呈現負相關。

Numerous studies have shown that word-of-mouth has a significant impact on consumer purchasing decisions, including in the financial industry. However, there is a relative scarcity of research on the impact of word-of-mouth on financial products. FinTech has transformed not only the provision of financial services, but also the three major steps of customer management: acquiring, retaining, and activating customers. As financial services are post-experience goods, investors rely heavily on word-of-mouth recommendations for judgment. This study aims to explore the correlation between word-of-mouth recommendations and the choice of securities accounts through a survey questionnaire and logistic regression analysis.
This study found that age and investment experience have a positive correlation with the influence of word-of-mouth recommendations. Annual income was not found to have a significant relationship with word-of-mouth recommendations. Preference for products with greater value volatility is negatively correlated with the influence of word-of-mouth recommendations. Monthly income proportion used for investment or savings has a negative correlation with the influence of word-of-mouth recommendations. Trading frequency has a positive correlation with the influence of word-of-mouth recommendations. Having multiple securities accounts has a negative correlation with the influence of word-of-mouth recommendations. Rational outlook on life or values tend to have a negative correlation with the influence of word-of-mouth recommendations.

中文文獻
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參考網站
1.Money101，2023最新台股證券戶比較
https://www.money101.com.tw/%E8%AD%89%E5%88%B8%E9%96%8B%E6%88%B6/%E5%8F%B0%E8%82%A1%E8%AD%89%E5%88%B8%E6%88%B6
2.貸鼠金融，數位帳戶轉帳要手續費嗎？28 家數位帳戶跨行.跨提免手續費整理
https://roo.cash/blog/digital-account-transfer-handing-fee/
3.知乎 口碑營銷
https://zhuanlan.zhihu.com/p/47160864
4.MBA智庫百科-口碑傳播
https://wiki.mbalib.com/wiki/%E5%8F%A3%E7%A2%91%E4%BC%A0%E6%92%AD
5.行銷人必學！從 AISAS 顧客旅程模式解析消費者行為，才能留住他們成為你的忠實鐵粉！
https://deltamarketing.com.tw/%E8%A1%8C%E9%8A%B7%E4%BA%BA%E5%BF%85%E5%AD%B8%EF%BC%81%E5%BE%9E-aisas-%E9%A1%A7%E5%AE%A2%E6%97%85%E7%A8%8B%E6%A8%A1%E5%BC%8F%E8%A7%A3%E6%9E%90%E6%B6%88%E8%B2%BB%E8%80%85%E8%A1%8C%E7%82%BA%EF%BC%8C/
6.電子下單比重達七成 締里程碑(工商時報)
https://www.chinatimes.com/newspapers/20201030000394-260206?chdtv
7.AISAS模型,AISAS消费者行为分析模型
http://www.kelaiwangluo.com/shichang/192.html
8.MIC資策會產業情報研究所，台灣有81%消費者在購物前搜尋口碑訊息
https://mic.iii.org.tw/news.aspx?id=366