本研究主要在探討消費者個性、顧客滿意度與網路口碑之間的關聯性,以手機品牌「NOKIA」的使用者作為研究樣本,採用有效問卷為318份。本研究透過線性結構化方程式模型,將消費者個性對顧客滿意度與網路口碑的影響進行實證分析,並驗證手機功能類型的調節效果。研究結果發現消費者個性對網路口碑之影響中,顧客滿意度具部分中介效果。同時經由調節效果分析可得知,不論受測者使用的為普通型或智慧型手機,在顧客滿意度對網路口碑的影響上有調節效果。 This study mainly investigates the relationships among consumer personality, customer satisfaction, and online word-of-mouth. The present study collects 318 users of the cellphone “NOKIA” to empirically investigate the relationships among consumer personality, customer satisfaction, and online word-of-mouth, and examines the moderating effect of cellular phone function. By manipulating structural equation modeling (SEM), the research results indicate that customer satisfaction as a partial mediator between consumer personality and online word-of-mouth. The other findings specify the substantial moderating effect of cellular phone function in consumer personality, customer satisfaction, and online word-of-mouth.