附帶口碑有四種，為跨品牌替代（Cross-Brand Substitute Attached WOM, SC）、跨品牌互補（Cross-Brand Ancillary Attached WOM, AC）、同品牌替代（Within-Brand Substitute Attached WOM, SW）和同品牌互補（Within-Brand Ancillary Attached WOM, AW），本研究欲了解消費者是否知覺附帶口碑，以及其對購買意願的影響，另外，加入重視睫毛膏效果程度，欲知重視睫毛膏效果的消費者是否對附帶口碑與購買意願有差異。
本研究選取UrCosme美容討論網站，睫毛膏討論心得數最多者，作為品牌和效果的選擇，採用ANOVA分析，研究發現，同品牌互補對消費者知覺與購買意願是最低的，其他三種附帶口碑對消費者知覺與購買意願沒有差異；只有部分重視效果的消費者，對附帶口碑的知覺和購買意願造成影響。
學者已證明附帶口碑的存在，本研究再證實附帶口碑的確會被消費者知覺，知覺程度愈高者，購買意願也愈高。研究結果讓學術界對附帶口碑概念又更進一步，亦讓實務界參考，該如何加強品牌和功能，讓消費者印象深刻，進而增加購買意願。

There are four kinds of attached WOM, Cross-Brand Substitute Attached WOM (SC), Cross-Brand Ancillary Attached WOM (AC), Within-Brand Substitute Attached WOM (SW), and Within-Brand Ancillary Attached WOM (AW). This Study focuses on whether attached WOM influence consumers perceive or not, and how it affects consumer’s purchase intension. In addition, the other variable is the effect of the mascara. This study also attempts to find out the effect of the mascara has any influence on Attached WOM and purchase intension.
This study selected articles about mascaras from UrCosme forum, and which were mostly discussed among consumers. By using ANOVA analysis, this study indicates that Cross-Brand Ancillary Attached WOM (AC) was the lowest on consumer perception and purchase intension among all attached WOM, and the consumers who pay more attention to the effect of mascara can increase their purchase intension.
Researchers have confirmed the existence of attached WOM. Also, this study found that attached WOM can influence consumer perception and purchase intension.
This study contributes to prove that the attached WOM can influence consumer perception and purchase intension. Furthermore, from this study, a better understanding of attached WOM is gained and the results provide marketers with valuable information about how to improve brand equity and its functions, so that to improve consumer images and increase purchase intension.

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