相較於實體口碑傳播者，網路的興盛使得網路口碑傳播者扮演越來越重要的
角色。然而，管理者對網路口碑傳播者口碑動機的了解較為匱乏，採用傳統的行
銷方式鎖定他們容易招致失敗。再者，若能釐清實體與網路口碑傳播者之口碑動
機差異，即能協助管理者鎖定虛實口碑傳播者，進而促使他們成為企業代言人。
本研究應用使用與滿足理論，比較實體與網路口碑傳播者之口碑動機差異，並檢
驗產品型態與性別對各種虛實口碑傳播者和口碑動機間關係的干擾效果。研究針
對 588 位樣本，調查六種產品/服務，並利用二因子變異數分析驗證假說。結果
顯示，相較於實體口碑傳播者（意見領袖、早期購買者和市場行家），網路口碑
傳播者（病毒行銷行家）較易受到訊息刺激、經濟誘因、與他人情感交流、幫助
他人、採用新產品和社群強化等口碑動機所影響。市場行家偏好幫助他人且易受
經濟誘因影響，早期購買者偏好採用新產品且易受經濟誘因影響，而意見領袖在
所有口碑動機中以偏好採用新產品之程度為最高。此外，產品型態與性別會干擾
虛實口碑傳播者和口碑動機間關係。換言之，病毒行銷行家較偏好提供有關服務
類型的產品訊息來幫助他人和社群強化；實體口碑傳播者則偏好提供有形的產品
訊息來幫助他人。再者，女性的早期購買者和病毒行銷行家，以及男性市場行家
易受經濟誘因的影響而傳播口碑。研究結論能協助學術界與實務界了解虛實口碑
傳播者之口碑動機差異。篇末提供理論和實務建議。

Compared to offline Word-of-Mouth (WOM) senders, online WOM senders play
important role. However, managers have an insufficient understanding on the WOM
motivation of online WOM senders. Film adopted traditional marketing campaigns to
lock them could easily lead to failure. Therefore, if the differences of WOM
motivations between offline and online WOM senders can be clarified, it could help
managers to lock online WOM senders to urge them to become spokesmen of an
enterprise. This study applied the theory of uses and gratifications to compare the
WOM motivations differences between offline and online WOM senders. Meanwhile,
this study further examines the moderating effects of product type and gender on the
relationship between the offline/online WOM senders and WOM motivation. 588
samples were used to investigate six products/services, and Two-Way ANOVA were
used to test the hypotheses. The results show that, as compared to offline WOM
senders (i.e., opinion leaders, early adopters and market mavens), the online WOM
senders (i.e., viral marketing mavens) can easily be intrigued by the WOM
motivations of online message, economic incentives, affective communication with
others, helping others, adopt new products and social enhancement. Market mavens
prefer to help others and easily to be influenced by economic incentives. Early
adopters prefer to adopt new products and also easily to be influenced by economic
incentives. Among all WOM motivations, opinion leaders has higher degree in
adopted new products. In addition, product type and gender can moderate the
relationship between the offline/online WOM senders and WOM motivations. In other
words, viral marketing mavens prefer to provide service product related messages to
help others and for that social enhancement; offline WOM senders prefer to provide
tangible product messages to help others. Furthermore, female early adopters and viral
marketing mavens and male market mavens can easily be influenced by economic
incentives. The conclusions of this study can help academics and practitioners to
understand the differences of WOM motivations between offline and online WOM
senders. Finally, this study discusses the implications of these findings and offers
directions for future research.