附帶口碑是指人們在傳遞某一產品口碑時，另外提起其他產品或與原產品相互比較的口碑現象。例如：人們在評論Nissan的某款汽車時，另外提到Toyota的某款汽車的相關訊息或相互比較的情形。附帶口碑（Toyota某款汽車的口碑）存在的現象其實很普遍，只是過去少有文獻，針對附帶口碑的內容作研究。
本研究以YAHOO！奇摩汽車討論區為研究平台，持續蒐集在2011/01~2011/12，為期一年間的汽車車評分享文共1,461則，發現約有30%的口碑存有附帶口碑。進一步研究內容後，發現「豪華品牌進口車」，存有最高比例的附帶口碑，並發現「特定性品牌特定性功能」的附帶口碑，出現次數最多。
總結，本研究提出附帶口碑的分類架構圖，以品牌和功能為兩大範疇，分為四個象限，並將所提及的特定性功能作分類。此一附帶口碑內容的研究，讓我們對附帶口碑有更廣義的認識，也讓實務界了解，消費者不單只會傳遞產品本身的口碑，其他產品的相關訊息或相互比較的特性也是需要重視的。

Accompanying word of mouth’s definition is that in the articles about product A, there are other products’ (expect product A) word of mouth be mentioned. For example, in a article about the autos of Nissan, the autos of Toyota’s information or the comparison between two products is mentioned in the same article. Although the existence of accompanying WOM is very common, which like the word of mouth of the autos of Toyota, there are seldom references discuss the appearance of accompanying word of mouth.
This study selected 1,461 articles about autos from the YAHOO！AUTOS forum during 2011/01/01 to 2011/12/31. By using conduct content analysis, the rsults indicated that there are 30 percentages of articles have accompanying WOM. Further, the autos which are luxury brands of imported cars have the highest percentage of accompanying WOM, and frequency of Specificity accompanying WOM is also the most.
To sum up, this study brought up the classification chart of accompanying WOM , and divided it into four quadrants. This paper could broaden the classification of accompanying word of mouth. Enterprises can realize what consumer not only send about their own products’ WOM but also notice other relevant information or comparison of features.

中文文獻
王文科（2002），內容分析研究法。台灣：五南圖書。
王石番（1991），傳播內容分析法──理論與實證。台北：幼獅出版。
黃運圭（2005），「網路書評與購買意願的研究：台灣網路書店的實証調查」，國立台灣科技大學企業管理研究所博士論文。
詹士慧（2009），「附帶口碑之存在與影響---以UrCosme為例」，國立台灣科技大學企業管理研究所碩士論文。
英文文獻
Berelson, Bernard (1952), Content Analysis in Communication Research. New York: Free Press.
Buda, Richard and Yong Zhang (2000), “Consumer Product Evaluation: the Interactive Effect of Message Framing, Presentation Order, and Source Credibility,” Journal of Product & Brand Management, 9 (4), 229-242.
Buttle, Francis A. (1998), “Word of Mouth: Understanding and Managing Referral Marketing,” Journal of Strategic Marketing, 6 (3), 241-254.
Chatterjee, Patrali (2001), “Online Reviews: Do Consumers Use Them?,” Advances in Consumer Research, 28 (1), 129-133.
Chiou, Jyh-shen and Cathy Cheng (2003), “Should a Company Have Message Boards on Its Web Sites?,” Journal of Interactive Marketing, 17 (3), 50-61.
Duhan, Dale F., Scott D. Johnson, James B. Wilcox, and Gilbert D. Harrel (1997), “Influences on Consumer User of Word-of-Mouth Recommendation Sources,” Journal of the Academy of Marketing Science, 25 (4), 283-295.
Engel, James F., Roger D. Blackwell, and Robert J. Kegerreis (1969), “How Information Is Used to Adopt an Innovation,” Journal of Advertising Research, 9 (4), 3-8.
Kerlinger, Fred N. (1979), Foundations of Behavioral Research. New York：Holt Rinehart & Winston.
Gelb, Betsy D. and Suresh Sundaram (2002), “Adapting to Word of Mouse,” Business Horizons, 45 (4), 21-26.
Hanson, Jeff (2000), “Writing a Web application-For WebSphere Application Server,” Netware Connection, 11 (9), 12-18.
Harrison-Walker, Jean L. (2001), “E-Complaining: A Content Analysis of an Internet Complaint Forum,” Journal of Services Marketing, 15 (5), 397-412.
Haugtvedt, Curtis P. and Duane T. Wegener (1994), “Message Order Effects in Persuasion: An Attitude Strength Perspective,” Journal of Consumer Research, 21 (1), 205-218.
Hennig-Thurau, Thorsten, Kevin P. Gwinner, and Dwayne D. Gremler (2002), “Understanding Relationship Marketing Outcomes: An Integration of Relational Benefits and Relationship Quality,” Journal of Service Research, 4 (3), 230-248.
Hennig-Thurau, Thorsten, Kevin P. Gwinner, Gianfranco Walsh, and Dwayne D. Gremler (2004), “Electronic Word-of-Mouth via Consumer-Opinion Platforms: What Motivates Consumers to Articulate Themselves on the Internet?,” Journal of Interactive Marketing, 18 (1), 38-52.
Herr, Paul M., Frank R. Kardes, and John Kim (1991), “Effects of Word-of-Mouth and Product-Attribute Information of Persuasion: An Accessibility-Diagnosticity Perspective,” Journal of Consumer Research, 17 (4), 454-462.
Huang, Jen Hung and Yi Fen Chen (2006), “Herding in Online Product Choice,” Psychology and Marketing, 23 (5), 413-428.
Kozinets, Robert V. (2002), “Utopian Consumption,” Advances in Consumer Research, 29 (1), 62-64.
Lin, Yu-Shan and Jun-Ying Huang (2006), “Internet Blogs as a Tourism Marketing Medium: A Case Study,” Journal of Business Research, 59 (10-11), 1201-1205.
Liu, Bing (2006), “Opinion Mining,” working paper, Department of Computer Science, University of Illinois, Chicago.
Liu, Yong (2006), “Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue,” Journal of Marketing, 70 (3), 74-89.
Lovdal, Lynn T. and Ron Pearson (1989), “Wanted-Doctors Who Care,” Journal of Health Care Marketing, 9 (1), 37-41.
McAlister, Debbie T. and Robert C. Erffmeyer (2003), “A Content Analysis of Outcomes and Responsibilities For Consumer Complaints to Third-party Organizations,” Journal of Business Research, 56 (4), 341-351.
Holsti, Ole R. (1969), Content Analysis for the Social Sciences and Humanities. Reading, Mass.
Olshavsky, Richard W. and Donald H. Granbois (1979), “Consumer Decision Making-Fact or Fiction?,” Journal of Consumer Research, 6 (2), 93-100.
Pavlou, Paul A. (2002), “What Drives Electronic Commerce? A Theory of Planned Behavior Perspective,” in Academy of Management Proceedings (OCIS), 1-6.
Price, Linda L., Lawrence F. Feick, and Robin A. Higie (1989), “Preference Heterogeneity and Cooperation as Determinants of Perceived Informational Influence,” Journal of Business Research, 19 (3), 227-242.
Richins, Marsha L. and Teri Root-Shaffer (1988), “The Role of Involvement and Opinion Leadership in Consumer Word-of-mouth: An Implicit Model Made Explicit,” Advances in Consumer Research, 15 (1), 32-36.
Riedman, Patricia (2000), “Marketers Harvest Web Communities’ Concealed Treasure,” Advertising Age, 71 (7), 58.
Thomas, Jane Boyd, Cara Okleshen Peters, and Holly Tolson (2007), “An Exploratory Investigation of the Virtual Community MySpace.com,” Journal of Fashion Marketing and Management, 11 (4), 587-603.
Thomson, James A. (1996), “The European-American Partnership,” Vital Speeches of the Day, 63 (1), 18-21.