企業為影響消費者決策，雇用網路口碑寫手化身為消費者，於網路社群發佈具有商業意圖之匿名口碑。此行銷操作手法具有一定爭議性，更潛藏企業網路匿名行為被揭露後，造成企業商譽受損的負面影響。即便如此，於實務上此行銷手法已行之有年，且存在我們生活周遭難以分辨網路口碑真偽，更有不少企業願意冒著風險進行網路社群匿名口碑行銷。本研究為探討企業操作網路社群匿名口碑行銷之關鍵要素，從企業經營角度進行質化研究，並採用專家深度訪談方法作為相關資料蒐集；以紮根理論三階段編碼程序進行資料歸納、分析，研究初步階段獲得「網路社群匿名口碑行銷之策略模型」所涵蓋之構面及關鍵要素；再以修正式德菲法專家問卷調查統計分析，驗證專家意見一致性共識，以質化與量化相互驗證研究成果，以確保本研究成果適用性及可靠度。本研究建構之「網路社群匿名口碑行銷之策略模型」，包含匿名操作基本認知、行銷目標設定、執行團隊管理能力、內容策劃與設計、風險監控與因應等五大核心構面及十四項關鍵要素，將有助於企業網路行銷策略與實務操作參考。

General speaking, the enterprise used to conduct the anonymous Word-Of-Mouth with commercial intent in the Internet world to influence the consumers’ decisions by pretending to be the consumers. However, this marketing operation method is not only a huge controversy, but also a crazy gamble. In case the behavior was exposed, it is likely to ruin the enterprise’s reputation. But in practice, many companies are still taking risks to do so. In order to explore the relevant operating of anonymous Word-Of-Mouth for the online community, the study eliminated the discussions related to moral issues. Meanwhile, this study explored the corporate operations from its internal perspective, including the configuration of anonymous Word-Of-Mouth for the online community and the key success factors of the operations, which can get the real picture. In this study, we arranged the in-depth interviews with experts, and adopt grounded theory with qualitative research to carry out the induction and analysis. After constructing the model, the expert questionnaire survey of the modified Delphi Method has been executed to verify the consistency, which may improve the availability of the model and ensure the reliability of the research. This research constructs the " Marketing Strategy Model of Anonymous Word-Of-Mouth for Online community " with five core aspects and 14 key items of marketing target elements, which includes the basic understanding of anonymous operations, management capabilities of executive team, content planning and design, risk monitoring and response.

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