近年來，行動通訊裝置與無線上網逐漸普及，改變了過去只能待在電腦前上網的刻板印象，除了讓使用者的溝通方式有了轉變之外，也深深影響使用者的生活型態。在這樣的情況下，消費者幾乎隨時都能透過行動裝置漫遊於網路與社群媒體中，口碑的型態也從行動口碑與社群口碑演變至現今結合兩者的特性而形成的行動社群口碑，Facebook的打卡即是其中一例，越來越多商店發現此一現象，並進而利用許多折扣方式來增加社群網站中的曝光機會。
然而，行動社群口碑不再如過去般單純是為了推薦產品或商店，也不再是在接收消費過後方提供此訊息內容，更可能是為了要與社群網站中的朋友進行互動，或者其他因素而導致傳播者願意打卡，因此，本研究即從Facebook的打卡行為來加以探討傳播者傳播行動社群口碑的主因。本研究透過調查法的方式，針對十七項可能會影響到消費者打卡行為之動機加以歸納與分析，最後將這些動機歸納為五個主要構面，分別是個人層面、社會層面、心理層面、互動層面以及財務層面。其中，互動與社會層面的動機又是最主要影響到打卡的動機，換言之，消費者傳遞行動社群口碑的目的已由過去單純想幫助他人進行購買決策轉變為與社群成員進行互動為主因。此外，研究結果亦指出，消費者傳遞行動社群口碑的時間點由過去消費行為結束之後逐漸往前移，同時，不同時間點的打卡動機亦有所差異。
研究結果有助於釐清行動社群口碑的傳遞動機，以及傳遞的時間點與動機間的關聯性，除了可供後續研究者作為參考之依據之外，對於企業商家而言，亦能清楚知曉消費者打卡的主要原因為何，藉此方能透過不同的誘因以互補的方式來促使消費者提高進行打卡行為的意願，讓消費者願意主動打卡來擴展商店的曝光率、傳遞資訊，甚至為以傳遞行動社群口碑的方式來為企業背書。

In recent years, as the mobile communication devices and the wireless internet become more popular, they have changed not only the ways of human communication, but also people’s life styles. In such a circumstance, consumers can access to internet and social media easily. As a result, the form of WOM has been changed from mobile-WOM and social-WOM to mobile-social-WOM which combines the above two characteristics. Take the check-in function on Facebook as an example, numerous companies linked the function with various discounts so as to create much more chances of exposure.
Mobile-social-WOM, however, does not merely give positive recommendations on stores or products and are no longer the useful messages after the consumers made purchases. Instead, the reasons why some people are willing to use check-in function on Facebook are possibly that they try to interact and communicate with their friends on social media websites. This study explores and analyzes17 elements which may affect people’s motives of using check-in function; furthermore, it categorized the motives into five dimensions, including personal dimension, social dimension, psychological dimension, interactive dimension, and financial dimension. Importantly, the interactive dimension and social dimension are the two most effective ones; in other words, the purpose that people deliver ms-WOM has been transformed from helping others to interacting with others. In addition, this study also indicates the timing that people deliver ms-WOM after they make purchases is gradually earlier than before. Also, the motives of using check-in function changed on different situations.
This research indicate the differences between 3 check-in timings and is helpful for finding out the disseminating motives behind ms-WOM, and try to explore connections between ms-WOM motives and its execution timing. Not only to be a further research theme but also as a reference material to companies’ marketing plane.

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