附帶口碑是指消費者在傳遞某一產品的口碑時，順帶提及另一產品口碑的現象。例如：消費者在談及SK II面膜的使用心得中，也提及SHISEIDO面膜的相關訊息或相對比較的情形。附帶口碑（SHISEIDO面膜的口碑）存在的現象其實很普遍，只是過去少有文獻提及此一概念。
本研究持續觀察UrCosme美容討論網站，所蒐集的一年（2007/12~2008/11）期間睫毛膏使用心得共2,188篇，發現約有30%的口碑存有附帶口碑。進一步研究後，發現「開架且價錢高」的睫毛膏，存有最高比例的附帶口碑，並發現「跨品牌替代性附帶口碑」的出現次數最多。
總結，本研究發現附帶口碑存在的事實，並將附帶口碑分為替代性（substitute）及互補性（complement）兩類。此一附帶口碑概念的提出，讓我們對口碑有進一步的認識，也讓實務界瞭解，企業除了重視自身產品的口碑外，也應注意競爭對手的口碑狀況，俾由其中找到新的策略與商機。

Attached 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 mask of SK II, the mask of SHISEIDO’s information or the comparison between two products is mentioned in the same article. Although the existence of attached WOM is very common, which like the word of mouth of the mask of SHISEIDO, there are seldom references discuss the appearance of attached word of mouth.
This study selected 2,188 articles about mascaras out from the UrCosme forum during 2007/12/01 to 2008/11/30. By using conduct content analysis, the results indicated that there are 30 percentages of articles have attached WOM. Further, the mascaras which are open shelf and low price have the highest percentage of attached WOM, and frequency of Substitute attached WOM is also the most.
To sum up, this study confirmed the existence of attached WOM, and divided it into two categories which are substitute and Ancillary attached WOM. This paper brings a new concept which could broaden the categories of word of mouth. Enterprises can realize that they must notice competitors’ WOM except care about their own products’ WOM, and finally, finding out new marketing strategies and business opportunities.

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