對商業化網路口碑進行了研究，其特性為透過網路口碑，讓使用者認為是單純的經驗分享而達到增加商業價值的目的。其中尤屬電子佈告欄之商業化網路口碑訊息最為盛行，觀察PTT美髮板之情形，以實驗設計方式進行分析。
透過商業化口碑的訊息揭露過程中，融合非商業化口碑的訊息順序與訊息數量，探討對消費者態度之影響程度。研究結果顯示，在任何情況下，消費者對於商業化網路口碑之態度皆持不高的消費意願，商業化口碑之傳播，不僅徒勞無功甚至對消費者與企業皆有所傷害。

Researching in the commercial Internet word of mouth, which let users think it as the pure experience sharing through the Internet word of mouth to increase the commercial value. The most common situation is in the Bulletin Board System, to observe users’ reactions on PTT hairdo board, and analysis it by the experimental design method.

To discuss the degree of the consumer’s attitude, doing with the message order and volume of the non-commercial word of mouth by the explosion of the commercial word of mouth. The result shows that under any conditions, the consumer is unwilling to buy about the commercial Internet world of mouth. And it can do nothing and even bad for the consumer and the company.

一、英文部分
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二、中文部份
1.王憙萱 (2003)，口碑訊息對於消費者購買決策影響之探討─以藥局通路中嬰幼兒奶粉為例，國立台灣科技大學企業管理系碩士班碩士學位論文。
2.王遵智 (2004)，網路口碑中個人專業與關係強度對購買決策的影響─以電子郵件為例，國立台灣科技大學企業管理系碩士班碩士學位論文。
3.江怡君 (2006)，口碑行銷模式之探索性研究，國立台灣科技大學企業管理系碩士班碩士學位論文。
4.池嘉敏 (2005)，網路口碑來源可信度對線上購買意圖之影響─以線上拍賣網站為例，國立台灣科技大學企業管理系碩士班碩士學位論文。
5.林培鈺 (2007)，搜尋網路口碑之動機及對消費行為影響之探究—以電子佈告欄為例，國立中山大學企業管理研究所碩士論文。
6.林婉臻 (2004)，產品品質變異程度、技術可移轉性及訊息順序對延伸產品評價之影響─訊息處理過理過程，國立臺灣大學管理學院商學研究所碩士論文。
7.林聖凱 (2005)，網路口碑來源可信度亮表之建構，國立台北科技大學工業工程與管理系碩士班碩士學位論文。
8.施存柔 (2002)，來源國形象、品牌定位與銷售通路對化妝品消費者態度之影響，國立政治大學國際貿易學系碩士班碩士論文。
9.柯菁菁 (2007)，網路口碑對消費者產品態度及購買意願影響之研究，國立中山大學傳播管理研究所碩士論文。
10.翁育萱 (2003)，訊息數量、訊息結構與認知需求對消費者態度之影響—以網路留言版為例，國立臺灣大學管理學院商學研究所碩士論文。
11.張元力 (2005)，虛擬社群之價值共創活動—以BBS社群為例，國立政治大學科技管理研究所碩士論文。
12.張祥麟 (2004)，框架效果、順序效果對教師教學滿意調查的影響，元智大學管理研究所碩士論文。
13.陳玲誼 (2005)，網路口碑對消費者購買決策的影響以手機為例，國立中興大學行銷學系碩士論文。
14.陳書林 (2006)，網路負面口碑對消費者購買決策之影響，國立台北大學企業管理學系碩士論文。
15.游明正 (2007)，健康食品訊息與消費意願關係之研究，大葉大學事業經營研究所碩士論文。
16.黃運圭 (2005)，網路書評與購買意願的研究：台灣網路書店的實證調查，國立台灣科技大學企業管理系博士班博士學位論文。
17.黃憶婷 (2004)，商業化網路口碑判別準則之探索性研究，國立台灣科技大學企業管理系碩士班碩士學位論文。
18.潘秉琪 (2008)，影響電子口碑傳播之因素，國立台灣科技大學企業管理系碩士班碩士學位論文。
19.蔡佩君 (2007)，人格特質與框架效果對組織變革反應的影響，國立中正大學企業管理研究所碩士論文。
20.蔡精育 (2008)，網路論壇口碑之研究，國立中央大學資訊管理學系碩士論文。
21.蕭沂函 (2007)，不同產品類別下口碑訊息來源順序與正負順序對消費者態度之影響，國立臺灣大學管理學院商學研究所碩士論文。
22.諶芝侖 (2004)，「亞馬遜讀者身分意外曝光」，中國時報3月22日E1版。
三、網路資料
1.BuzzLab，社群經營者為什麼這麼討厭假性口碑，上網日期：2008年12月11日。取自：http://buzz.itrue.com.tw/blog/?p=325
2.BuzzLab，商業性口碑與非商業性口碑，上網日期：2008年12月11日。取自：http://buzz.itrue.com.tw/blog/?p=309