有關口碑的研究已經好幾十年，惟大多數係以一般消費大眾為研究之對象。於實務上，營造業者對口碑的態度與其對企業經營的重要性，顯示與一般文獻研究之消費者口碑行為間有些顯著不同之處。本文研究的主要目的在於檢驗一般消費者及營造業相關參與人員口碑傳遞態度是否不同，並嘗試研究營造業口碑價值。
本文將受訪者分為營造業者及一般消費者兩大組群，各經由230位受測者之便利抽樣，檢驗不同組群其關係強度對口碑的影響，及口碑散佈者的知覺風險、滿意度對口碑傳遞之干擾程度。本文最主要的發現如下：
營造業者與一般消費者之口碑散佈的態度是不同，主要係因營建產品金額大，口碑散佈者對知覺風險的重視遠較一般消費者高。
營造業之關係強度是影響口碑的重要因素且有正面的影響；而一般消費者之關係強度對口碑的傳遞則不具顯著影響。
對一般消費者而言，滿意度是影響是否願意口碑傳遞之重要因素；但對於營造業則不具顯著之影響。
另營造業受訪者對受推薦的對象願意額外支付的價金，大致上平均分散在0%-3%，此佔受訪者之83.9%，顯見營造業的正向口碑具有附加價值(Value-added)，是值得業界重視與經營。

This paper demonstrates the effect of perceived risk and satisfaction on the relationship between tie strength and word-of-mouth of construction industry in Taiwan. With the characteristics of strong tie strength and high perceived risk, the attitude of word-of-mouth behavior is shown to be different between consumers and businesses. A satisfied person who sustains a high perceived risk may not have an intention actively to share his experience with the other people. The study of construction business in Taiwan which owns a good word-of-mouth reputation has been proof to have value-added. To help decision maker makes a right decision, how to evaluate the value of word-of-mouth might be a valueable topic for future research.

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