本研究利用使用與滿足理論，探討與比較實體與網路口碑傳播者在行為心理和行為描述等層面之差異，並檢驗產品型態與性別對兩種口碑傳播者社會心理層面之干擾效果。並針對600多位樣本，調查六種產品/服務，利用卡方、Two Way ANOVA等統計方法驗證假說。研究發現，網路口碑傳播者(病毒行銷行家)不但與實體口碑傳播者在社會心理變項上有許多顯著差異，且拜科技所賜，網路口碑傳播者的口碑傳播效益與能力更勝於實體口碑傳播者。例如，病毒行銷行家比實體口碑傳播者更容易受到網路訊息刺激而傳播給他人、病毒行銷行家更偏好與他人進行情感交流和更偏好幫助他人、相較於意見領袖與市場行家，病毒行銷行家與早期購買者一致，更偏好強化自我和敢於採用新產品。此外，本研究發現，產品類型與性別確實會干擾四種口碑傳播者的社會心理，亦即不同產品型態會干擾四種口碑傳播者幫助他人意願和社群增強的強度；性別會干擾四種口碑傳播者的經濟誘因程度。研究結論能協助實務界與學術界了解網路口碑傳播者的行為特質，篇末提供實務界鎖定及有效的管理網路口碑傳播者建議。
The understanding of different behavior characteristics of online Word-of-Mouth (WOM) senders and offline Word-of-Mouth (WOM) senders are still quiet scare for both practice and academia, especially about the social and psychological levels.This study discusses and compares the difference of behavior and phycology from both online WOM senders and offline WOM senders by the theory of use and satisfaction. By the use of chi-square test, Two Way ANOVA and other statistics method, this study investigate six kinds of products and service based on 600 students to test the hypothe-sis. The study found that online WOM senders (Viral marketing Maven) is not only much different in social phycology but also greater in the effectiveness and ability of WOM senders due to technology compared with offline WOM senders. For example, compared with offline WOM senders, Viral marketing Maven is much easier to be in-fluenced by internet messages and spread them to others. Another example is that Viral marketing Maven is prefer sharing feelings and help others. Compared with opinion leader and Market Maven, Viral marketing Maven and early adopter prefer to strengthen the self and courage to use new products. Besides, the study found that product type and gender to influence four types of WOM senders. To wit, different product type influences the willing of helping others and the intensity of community strength for four types of Word-of-Mouth senders. Gender does influence the degree of economic incentive four kinds of WOM communicator. The conclusion of study helps both practice and academia to understand behavior characteristics of online WOM senders. In the end of this study, suggestions of effective WOM senders by practice are provided.
