隨著網路資訊的發展，越來越多行銷人員在線上操作口碑，也將其視為重要的行銷策略，因此本研究主要目的是探討線上使用者參與口碑傳播行為的動機因素；首先，藉由分析文獻，歸納出兩個主要構面：分別是社交構面及情緒調解構面，再整理出可能影響口碑傳播行為
的各項因素，分別為同質性、形象建立、關係強度、規範影響、發洩、減少不和諧、尋求社會支持和報復共八個因素，並對其個別假設與驗證。本研究透過網路發放量表的方式，總共回收有效樣本234份，再進行驗證性因素分析；研究結果顯示，本量表具有良好的信度與效度，八個因素都與使用者參與口碑傳播動機產生正面影響。

Given the development of the Internet of Things (IoT), an increasing number of marketers operated by word-of-mouth on the internet which has also made it an important marketing strategy. As such, the primary objective of this study is to explore the factors that motivate online users to participate in word-of-mouth communications. First, through an analysis of related literature, two main categories were organized which are the social and emotion regulation categories. Going further, a total of eight factors that could possibly influence word-of-mouth communications behavior were arrived at and were subjected to discussion, hypotheses, and verification. The eight factors are homophily, image building, tie strength, normative influence, venting, reducing dissonance, generating social support, and taking vengeance. This study distributed online surveys and collected a total of 234 valid samples which were then subjected to confirmatory factor analysis. The findings indicate that the scale used is both reliable and valid; all factors have a positive influence on the factors that motivate online users to participate in word-of-mouth communications.

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