研究指出，口碑對消費者的影響性是排名第一，可以改變消費者原本較不佳的想法，產生較高的認知，甚至對產品或品牌產生一種承諾的行為；學術界研究的方向也多著墨於消費品市場，對工業品市場的研究則仍顯不足，然而工業品市場的規模相較於消費品市場大很多；目前尚未有口碑對於組織購買意願影響的研究，故本研究以A3、企業用之多功能事務機器購買為例，初步探討口碑是否會對組織購買意願造成影響。
本研究的目的為：
1. 依口碑的方向性、傳播者專業、訊息強度及關係強度，探討口碑效應對組織購買意願的影響程度。
2. 探究以銷售人員的專業程度為干擾因素下，口碑效應對組織購買意願的影響程度。
根據訪談分析的結果，採購評估的人員在採購前，都希望可以參考口碑訊息；一般也願意將本身的使用經驗傳遞給其他企業，顯示即使是在組織間，口碑訊息還是流通無礙。擁有正面口碑的供應商可以先行進入企業的「考慮名單」之中，這尤其對之前沒有供應關係的供應商而言是很好的機會；得到負面口碑的供應商則並不一定會被企業從「考慮名單」中刪除，擁有正面口碑的供應商，可以得到為數不等的「溢價」。企業對口碑訊息來源也會理性評估；擁有高專業程度銷售人員的供應商，無論採購人員得到是正面還是負面的口碑訊息，對組織的購買意願均可以有「正向」的效應。
今針對實務界有三點建議：(1)重視口碑的效應，建立參考點。(2)重視銷售人員的專業教育，切實了解客戶的使用需求，並及時解決客戶的問題。(3) 提供完善的售後服務與維持良好的供應關係。

Some researches refer to word-of-mouth has the biggest influence to consumers. It could change negative thinking of consumers and generate higher cognition even having a commitment behavior to the product or brand. Now studies more focus on consumer market and the studies for industry market are still not sufficient. But scale of industry market is lager than consumer market. The research about influence of word-of-mouth to the purchase willing of organization is not yet found. This study takes A3 size multi-function machine as a sample to probe into the influence of word-of-mouth to purchase willing of organization.
The purposes of this study are：
1. Depend on orientation of word-of-mouth, profession of disseminater, strength of word-of-mouth, and strength of relationship to study the influence of word-of-mouth to the purchase willing of organization.
2. Take profession of salerepresentative as an interference variable to study the influence of word-of-mouth to the purchase willing of organization.
According to the result of interviews, procurement person are willing taking word-of-mouth for reference before pruchase. And they are also willing to disseminate to other companies. It shows word-of-mouth could be circulated between orgnizations. The supplier who has positive word-of-mouth could be in the company’s “considerarion list”. This is a very good chance for the supplier without relationship in business. The supplier with negative word-of-mouth won’t be elimate form the list. But the supplier with positive word-of-mouth could get a premium. Companies will evaluate the source of word-of mouth rationally. The supplier with high profession salesrepresentative can generate positive effect to the purchase willing of organization no matter previous word-of-mouth is positive or negative.
Here has three suggestion to practice：(1) Think highly of the effect of word-of-mouth and set up reference site. (2) Pay more attention on professional training of salesrepresentatives. Understand the demand of customer and solve customer’s problem in the first time. (3) Provide superior after service and maintain good relationship with customer.

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