研究消費者如何進行口碑傳播一直是口碑行銷的研究重點，而隨著網際網路漸漸融入日常生活，廠商思考要如何利用網路的力量來替自己的產品達到宣傳效果，已成為廠商維持競爭力與行銷活動的重點要項。 本論文以台灣的Facebook使用者為研究對象，主要目的是為了探討運用網路社群進行口碑傳播接受程度，以及探討可能會影響接受程度的因素。本研究採納整合型科技接受模型(Unified Theory of Acceptance and Use of Technology, Venkates 2003)為研究架構，並嘗試加入生活型態區分的應用與理論(The Concept and Application of Life Style Segmentation, J.T. Plummer 1974)當中的AIO量表將使用者區分為四個群後加入控制變數加以研究。 研究主要結果發現： 一、透過虛擬社群進行口碑傳播是可行的。 二、FB使用者中追求流行使用者特質對於FB的信任與接受程度是高的。 三、FB有許多功能方便FB使用者分享自身經驗，因此利於進行口碑傳播。 Studying consumer how to deliver word of mouth is crusial for the word of mouth marketing. With the emergence of electronic commerce and the popularity of internet, how to use the power of internet to back up their product publicity becomes a main focus of a firm to stay in competing.
This research used the user of Facebook as a sample to realize what reasons that can affect users and acceptance of using WOM via online community. The research cited Unified Theroy of Acceptance and Use of Technology Mode(Venkates 2003) and the attitudes of advertisement to find out the reasons. Besides, this research added Life Style dimension into controlled variable, then tried to figure out the relativity.
The result of the research had three points: 1. Through the virtual community and WOM is feasible. 2.The acceptance of using WOM to the FB characteristics of loving popular is high. 3.It’s good to conducive WOM because FB has many features to facilitate users to share their own experience.
