由於網路口碑具有匿名的特性且影響力日增，致使大量的商業口碑出現。本研究整理了過去的文獻發現，純分享的文章與具有商業意圖的文章（本研究稱之為商業口碑）有3個不同的地方。
商業口碑會較「強調優點」、「產品導向」以及用較「制式化」的方式來呈現。因此，本研究採用實驗設計的方式，以模擬的使用心得，驗證上述3種文章屬性的程度高低，是否確實影響消費者，對於使用心得為商業口碑的認知。模擬文章來源為台灣化妝品網站UrCosme。這3個屬性被使用於模擬的文章中，且使用雙因子變異數分析，來驗證這些屬性的程度高低，對於消費者的認知是否有顯著的影響。
本研究結果發現，當3種屬性在文章中的程度越高，會使消費者傾向認定為商業口碑。對於學術界來說，本研究之結果可以拓展對於商業口碑的認識；對於實務界來說，由於當消費者使用網路平台時，一旦平台中存在過多的商業口碑，消費者可能會轉移使用其他的網路平台。因此，此結果將提供網站管理者，作為平時管控商業口碑之參考，有助於使用者在瀏覽平台時感到更加的友善。

As the internet word of mouth (WOM) have anonymity and their influences are becoming more significant, increasing numbers of WOM are found on the internet. Among those WOM articles, some are purely for sharing experiences and some are made by enterprises for commercial purposes. Literatures revealed that the commercial WOM may be differentiated by three features of the contents such as Stressed Advantages, Product Oriented and Standard Forms. This paper depicts an experimental approach to how consumer judgments of commercial WOM react to different levels of the above-mentioned features. In order to simulate the on-line articles, discussion articles are sampled from a cosmetic website (http://www.urcosme.com). The features of commercial WOM are used as criterion to classify the sample articles into three levels as high, medium and low. The results were tested by using two-way ANOVA to validate that these criterion have significant influence on the consumer cognition to commercial WOM.
The results show that when the criteria level of a commercial word of mouth is high, the consumers' cognition to judge the WOM as commercial motivated will be stronger. In real world, if too much commercial WOM are recognized by consumers while browsing webpage, they would just resist and switch to another website. The findings of the research can provide valuable references for website managers in maintaining orders of the discussion forum. On the other hand, enterprises try to utilize WOM as a promotion tools should avoid falling into the disadvantages.

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