隨著網際網路的興起，帶動了網路資訊傳播的興盛，使得人們有了更多資訊的搜尋管道，如搜尋引擎、網路論壇、電子佈告欄等等，同時也使得網路口碑的傳播方式日趨多元。網路上的資訊量極為龐大，消費者也依照本身使用習慣及知覺，選擇自己偏好之網路傳播媒介，然而，當消費者搜尋網路資訊時，對各種網路口碑傳播媒介之知覺資訊特性為何？再者，各種網路傳播媒介的傳播型態為何？各種網路口碑傳播媒介在諸多特性上，如資訊特性、傳播型態等方面之差異為何？諸如以上之議題皆值得深入研究探討，但在過去的文獻中，此類議題之研究皆缺乏探討。
為填補此研究缺口，本研究採用質化研究方法，針對搜尋引擎、電子郵件信箱、網路論壇、電子佈告欄、拍賣網站及即時通訊六種目前熱門之網路口碑傳播媒介為例，對資訊搜尋者進行一對一深度訪談，並進一步整合訪談結論及文獻，找出各種網路口碑傳播媒介資訊特性之差異，並探討網路傳播媒介之傳播型態模型。本研究同時提出三項命題供後續研究者思考驗證，並在文章最後對管理者提出適當建議。

The fast growth of internet promotes the blossom of internet information communication. It also allows people to have more channels searching information like gopher, online forums and bulletin-board-systems. The dissemination way of WOM become more and more various because of the popularization of internet. The internet contains huge information. Users adopt online WOM communication media they like by their using habit and consciousness. However, what are the information characteristics and communication patterns of online WOM communication media? What are the differences among online WOM communication media on information characteristics and communication patterns? These issues deserve to be deeply discussed. Unfortunately, it lacked for literatures in previous research.
In order to fulfill the research gap, a qualitative research method was adopted. This research focuses on six popular online WOM communication media like gopher, E-mail, online forum, bulletin-board-system, auction and instant messaging. This research integrates in-depth interview results and literatures to find the differences among online WOM communication media on information characteristics and communication patterns. Three propositions are proposed for follow-up research to .think further. The research also reveals managerial implications and avenues for managers.

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