口碑向來被大家視為相當重要的議題，而在業界的實務作法上，往往只看到一些高風險的服務或高價位的產品會針對口碑來做行銷活動，但生活中卻也常看到一些低風險低價位的產品，因為口碑的關係而成功。因此口碑的各種影響效果在不同的產品間是否存在差異，是本研究的主要議題。在學術方面，已經有許多的學者提出口碑在不同的產品間會有不同影響效果的推論，但實證的研究卻略顯不足，因此本研究挑選了三樣最常被討論到的口碑行為：口碑搜尋行為、口碑影響行為及口碑散布行為，試圖了解不同的產品是否會有不同的影響效果，並驗證過去學者的研究。
在研究方法上，本研究將產品分為便利品、偏好品、選購品及特殊品，並與高、中、低服務比例之產品形成一4×3的產品分類構面，在找出12樣代表性的產品後，本研究透過問卷的方式直接衡量消費者對該產品在口碑行為上的認知，並試圖找出同質的產品。除了了解不同產品的口碑行為是否有差異外，本研究也試圖了解這些同質產品的特質，以提供業界參考。
本研究結果發現，口碑搜尋行為在不同的產品之下的確有顯著差異，而口碑影響行為雖然也有差異，但是沒有像口碑搜尋行為那樣的明顯，但本研究也證實了口碑的影響力是散佈在各種產品上的。

Word-of-mouth is always regarded as quite an important topic by everybody. In practice, not only risky services or high price products create marketing activity through word of mouth, but some low risk or low price products also carry out activities that are partially related to word-of-mouth. There exist various kinds of influence of word-of-mouth which results within different products, which is the main topic of this research.
In the academic world, many scholars infer that the effect of word-of-mouth between different products is very diversed, but the research of real life example are insufficient. So we have selected three kinds of word-of-mouth behaviors which are discussed most frequently in this research, including the word of mouth seeking behavior, the effect of word-of-mouth behavior and the spreading of word-of-mouth. We try to understand whether different products will have different result on those three word-of-mouth behaviors.
After choosing 12 kinds of representative products, we weight consumer's cognition of those products by using questionnaires and attempt to find out the homogeneity between these products.
The results show that in word-of-mouth seeking behavior, there are conspicuous differences between different products as well as in the effect of word-of-mouth behavior but the result in the effect of word of mouth behavior is not significantly strong as in word-of-mouth seeking behavior. Moreover this research also proves that the effect of word-of-mouth spreads through different categories of product.

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