美國生物學者約翰•麥迪納的「大腦當家」一書中也提到圖優效應 （Picture Superiority Effect），說明人們對於文字和口述的記憶效率遠低於圖片。過去在網路口碑領域的研究中，不論是探討產品偏好或是消費動機，皆一再證明視覺圖像對口碑接收者有較佳的影響效果，而在網路訊息快速流通的今天，由於消費者的耐心和注意力總是稍縱即逝，企業端更是絞盡腦汁要掌握消費者的眼球，只為多一秒的停留，因此，企業從過去大量的文字篇幅轉換到圖片影音為主的貼文，果真帶來更多的銷售業績。
儘管已經有不少學者開始重視圖像式口碑對訊息接收者的影響，但對傳遞訊息的口碑散佈者而言，究竟消費者散佈文字口碑或圖像式口碑是否影響其對產品的評價，仍有許多討論。本研究從口碑傳遞者的角度切入，探究網路社群中口碑傳遞的效果，並根據一致性理論，實證比較消費者散佈附有圖片，與未附上照片的口碑訊息時，是否也會改變傳遞者本身對產品的評價。本研究採用情境實驗設計的方式來檢視消費者口碑傳遞的效果，實驗中採用體驗性商品，實驗情境設定商品在Facebook的粉絲專頁，受測者在產品試用後，須上傳自拍照或產品照片，亦即傳遞圖像口碑，而後填寫產品評價問卷。實驗設計過程從商品到最後散播圖像式網路口碑，一連串的情境模擬，目的是為了讓消費者能更貼近商品資訊，並有效影響消費者傳遞口碑的意願與自我承諾。研究結果發現，消費者若在社群網路中散佈，附有圖像的口碑文章時，其對產品之偏好及購買意願，均比未附圖像的口碑文章來得高。其中，產品圖像組在偏好和購買意願上皆高於其他口碑傳遞方式；人像圖片組則在態度忠誠上高於其他三者。
本研究結果提供企業的社群經營管理者與行銷人員，製作有效的網路口碑行銷，以俾能讓潛在消費群轉換為目標消費者，更進而成為品牌的口碑傳播者。設計網路行銷策略時，能設置投票票選、社群分享優惠或影音宣傳等活動方式，吸引廣大消費群參與，透過網路擴散力，達到一傳十，十傳百的口碑效益，除了增加商品的高曝光量，對品牌經營的後續推廣也能產生漣漪效果。

John Medina, an American biologist, pointed out that people memorized more efficiently in pictures than words according to the theory of Picture Superiority Effect mentioned in his book 《Brain Rules》. There were several WOM researches about consumers’ preferences or motivations, proving that pictures had strong effect on message receivers of Word-Of-Mouth. Therefore, entrepreneurs make a supreme effort to spread videos and pictures on the internet in order to attract consumers’ eyeballs, creating high sales performance.
Although a lot of researchers place an emphasis on the effect of pictures on WOM receivers, there are only few researches on WOM senders. In view of that, we use different pictures to confirm whether consumers spread different extent of WOM according to different images. We, at the same time, use experience-hedonic product on the Facebook pages to test WOM spreading effect for two styles of pictures, including people selfies and product images. The study outcome is that people are not only willing to spread WOM of picture but having strong consistency on their behavior.
The finding of this study provides useful knowledge for marketers of social media to develop effective E-WOM marketing strategies, increasing brand exposure and activities participation rate. Moreover, marketers can reach the core of Word-Of-Mouth in invisible strength in the way of user-generated content.

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