本研究將高爾夫球場視為一個品牌，以探討口碑傳播對於高爾夫消費者涉入與球場品牌形象關係的中介情形。以「高爾夫消費者涉入、口碑傳播與球場品牌形象調查問卷」作為研究工具，於2013年3月間，針對國內的業餘高爾夫消費者，採滾雪球抽樣法進行問卷調查，回收有效問卷共424份，並以IBMSPSS20.0統計軟體，進行描述性統計、皮爾森積差相關、路徑分析以及Sobel檢定等資料處理與分析，結果如下：一、高爾夫消費者以中高年齡的已婚男性、具大專校院以上學歷，平均月收入介於50,001~100,000元者，習慣於平日早上與朋友至球場消費者居多，平均每次的消費金額介於2,001~4,000元。二、高爾夫消費者涉入、口碑傳播與球場品牌形象之間有正向關係。三、口碑傳播在消費者涉入與球場品牌形象之間具有中介效果。本研究建議高爾夫球場經營者除了鞏固中高年齡的男性消費者所形成的主要市場之外，開發具有消費潛力的女性以及年輕族群的市場，採用價格策略或是活動日的專案來進行促銷活動，並透過口碑傳播與科技化的資訊平台來接觸消費者，以建立球場良好的品牌形象。

In this study, golf course was considered a brand and a questionnaire survey was administered to collect data. The study aimed to assess the mediation effect of word of mouth on the relationship between consumer involvement and brand image. Of the total consumer sampling surveys conducted from March to April, 2013, 424 valid surveys were retrieved through snowball sampling. IBM SPSS 20.0 statistics software was used to process and analyze the data, including those of descriptive statistics, Pearson correlation analysis, path analysis, and the Sobel test. The study indicated that the golf consumers primarily included middle-aged and married men with college educations and incomes ranging from NT$ 50,001 to NT$ 100,000 per month. Most of the consumers who spent NT$ 2,001 to NT$ 4,000 on weekday mornings more often went to golf courses with their friends. A positive correlation was observed among consumer involvement, word of mouth, and brand image. The study also indicated that word of mouth plays a substantial mediating role between consumer involvement and brand image. In summary, the following suggestions were provided. The owners or managers of golf courses should strengthen the main market, which comprises older men, potential females, and youngsters, by using price strategies or special days to formulate promotion policies. Moreover, the owners and managers of golf courses should use word of mouth and technology platforms as marketing tools to establish a positive brand image.