口碑是消費者間有關產品和服務的人際溝通，是最有影響力的訊息來源之一，而負面口碑尤為重要，其對於企業和消費者都有極大的影響。過去研究已經為負面口碑的影響提供了重要的見解，然而實際上負面口碑的產生並不全然會影響消費者的購買決策，很多情況下負面口碑並無法得到預期的關注或效益是過去研究鮮少關注的。因此我們探究負面口碑在購買決策過程中可能失效的因素，透過自陳式量表(self-administered)以及關鍵事件法(critical incident method)找出負面口碑失效的因子。結果發現五項負面口碑失效的主類別，分別為個人因素、人際間因素、情境因素、訊息因素及心理因素，共含有17個次類別。最後本研究提出建議以供企業在制定行銷策略以及後續相關研究的參考。

Word of mouth is interpersonal communication among consumers about products and services, that is one of the most influential source of information, negative word of mouth is particularly important for businesses and consumers. Past research provides important insights into the impact of negative word of mouth, however, the negative word of mouth does not completely affect the consumer's purchase decision. In many cases, negative word of mouth can not get the desired attention and past research concerned less in this part. We explore the ineffectiveness factors of negative word of mouth in the purchase decision-making process through self-administered, as well as the critical incident technique. The results showed that five main categories of the ineffectiveness factors of negative word of mouth, there are personal factors, interpersonal factors, situational factors, message factors and psychological factors, containing a total of 17 sub-categories. Finally, the study was given some piece of recommendations as the reference for the practice of marketing strategies and follow-up research.

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