口碑是有效的行銷工具，特別是正面口碑，在行銷上更是普遍被使用。然而消費者接收正面口碑後，不一定會產生購買行為，本研究將此現象稱之為「正面口碑失效」。研究目的乃探討正面口碑失效現象之原因，研究方法會先以質化訪談輔以關鍵事件法找出正面口碑失效之因素，接著再以量化問卷與探索式因素分析驗證結果，共找出八種因素，分別為：沒有購買需求或規格不符、推薦者與接收者同質性低、推薦者專業不足、預算不足、接收者期望他人一起分擔風險、接收者對欲購買商品已有想法、替代品多與接收者心生電抗。
本研究之貢獻是宏觀性討論正面口碑失效的現象，亦即接收正面口碑後，為何沒有產生購買行為，更深入瞭解正面口碑。實務上，期望提供企業策略上的參考，期望能夠減少正面口碑失效因素的發生，讓正面口碑發揮應有之效應。

Word-of-mouth (WOM) is a useful tool in the marketing, especially the positive WOM which is used universal in the marketing. However, positive WOM don’t always work. Sometimes consumers don’t purchase products when they receive the positive WOM. We define this phenomenon that positive WOM can’t reach it’s effective as Positive WOM Ineffectiveness.
In this paper, our goals are to discover the reasons of positive WOM Ineffectiveness. Therefore, we will use quality research with Critical Incident Technique to find the factors of positive WOM Ineffectiveness and then analyze the data in questionnaire with Exploratory Factor Analysis. After research, we discover eight factors, they are: no purchase need or unfit format, low homophily between WOM recommenders and WOM receivers, WOM recommenders in low professional, budget limit, WOM receivers wants to share risks, WOM receivers’ royalty, substitute and psychological reactance.
The contribution of this paper is to discover the positive WOM ineffectiveness in macroscopic view, and to understand why consumers don’t purchase products after they receive the positive WOM in deep. In practice, we expect to be the suggestions when enterprises make the strategies, and hope the suggestions not only decrease the percentage the positive WOM ineffectiveness happened but also enhance the positive WOM effective.

參考文獻
謝琬婷 (2012)，「探索口碑未知面-正面口碑失效」，台灣科技大學企業管理系碩士論文。
簡豪廷 (2012)，「負面口碑失效」，台灣科技大學企業管理系碩士論文。
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