隨著台灣經濟繁榮和地球暖化的因素，「空調」已被視為生活不可或缺的必需品，在台灣這一彈丸之地，就約有86個以上品牌在競爭，競爭之白熱化可想而知。
　　品牌業者最常使用之行銷方式為「廣告」，本研究希望藉由近來倍受重視之「口碑」議題，來探究對消費者購買行為之影響，並得到正面的答案，用以告知企業「口碑」的重要性，期望企業能以「口碑行銷」部分代替「廣告行銷」，以減少廣告支出，獲得更高的顧客忠誠度與市佔率。
　　故本研究主要想要探討口碑在消費者的態度、購買決策行為上的改變，研究選擇購買大金空調之消費者作為研究對象。此經篩選消費者後對其發放問卷，回收556份有效問卷，使用李克特量表（Likert scale）五點尺度作為統計工具。研究重點乃在「正向口碑的影響強度」及「口碑在傳播者與接收者間動態互動」效果因素，檢視在整個購買決策變動的過程中，口碑以及購買態度之間相互影響是否產生變化。此外，空調商品購買的決策過程中，品牌得知管道部份就大金空調而言，以「親友口碑」和「電視廣告」兩項因素所佔比重最高，且兩者相差極小，表示就品牌推廣上，口碑傳播的影響力並不小於媒體及廣告操作所帶來的效應，因此對於口碑影響力比其他大眾傳播媒體略高的研究結論，符合上述對於口碑為耐久財空調商品購買重要因素。
　　此結果可提供空調品牌業者未來製訂其行銷策略的參考模式，對國內業界而言，若能了解其間的關係，並適當地加以掌握，應能在行銷、消費者溝通、消費者心理…等方面有所助益。

　　Along with the economic boom and global warming, air conditioners have already become indispensable products in Taiwan where approximately 86 air-conditioning brands is having a striving competition.
　　Advertisement promotion is the most commonly seen marketing strategy; however, this current research focused mainly on people’s “word-of-mouth” instead of the imprinted advertisement promotions before purchasing. Positive feedbacks were gained, and the importance of “word-of-mouth” was discovered in this research. The effect of “word-of-mouth” does retain better and higher customer loyalty than advertisement broadcasts; in a sense, “word-of mouth” serves as an efficient money saver in advertising for business entrepreneurs.
　　The purpose of this study was to explore consumer’s purchase behavior on the impact of “word-of-mouth” when buying Daikin air-conditioners. 556 questionnaires were collected, Likert scale was used as a statistical tool, and research questions concentrated on the following categories were analyzed: (1) the effectiveness of positive “word-of-mouth,” (2) the professionalism of the distributors, and (3) the interactions of “word-of-mouth” between the distributor and the receiver. As the results revealed, Daikin did have a higher “word-of-mouth” supported by its purchasers and a highly-recognized brand awareness among air-condition related products. This indicated that the influence of “word-of-mouth,” compared with those of media and advertisement promotion, did play a crucial role which matched with the goal of this current research.
　　The research provides an excellent model and reference for air-conditioner business distributors to set up future marketing plans. Under the help of this study, distributors in Taiwan will benefit from marketing, consumer communications, and consumer psychology discussed in various phases.

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