目前傳統的廣告手法因為受到了資訊氾濫的干擾，使得廣告效益大不如前，而運用媒體關注的力量和消費者的口碑推薦，反而會產生更好的宣傳效果。運用消費者的口碑推薦，讓公司和產品成為消費者談論的話題。這樣的廣告效益，約是傳統方法的三到五倍。而網際網路的盛行促使網路的口碑傳播更為便利、有效率，數位化口碑的擴散可以多種方式進行傳播，例如：網路社群、一般網站討論區、朋友間的即時通訊對談、電子佈告欄(BBS)、電子郵件…等。
本研究聚焦於台灣第一大試用品索取網站— i TRY試用情報網，研究網站涉入程度、口碑說服效果、使用品索取行為與消費者消費行為的關聯性，並以i TRY試用情報網會員為抽樣對象，共回收176份有效問卷，並以SPSS軟體進行各項資料分析方法，得到的實證結果如下：
一、使用者網站涉入程度對消費行為有顯著影響
二、網路口碑說服效果對消費行為有顯著影響
三、使用者索取使用品的次數和購買行為次數沒有顯著相關

Nowadays, traditional marketing methods have not raised sale volume successfully, and the same blubs can’t attract consumers anymore. Therefore comes to a new marketing mode- word-of-mouth marketing. By using consumer's oral traditions recommendation, lets the company and the product becomes the topic which the consumer discusses. The advertisement benefit is approximately the conventional routes three to five times. However, the Internet urges network's oral traditions dissemination to be more convenient, effectiveness. And the digitizing oral traditions' proliferation maybe many kinds of ways carry on the dissemination, for example: The network social group, immediate communication between the general website discussion of area, electronic bulletin board (BBS), the email, etc.
This research focuses on the biggest trial products demanding website in Taiwan - i TRY.com, studies the website to ford into the degree, the oral traditions to convince the effect, to cause the thing claim behavior and the consumer behavior relatedness, and take the members of i TRY.com as the sampling object, altogether recycles 176 effective questionnaire, and carries on each item of material analysis method by the SPSS software, obtains the real diagnosis result is as follows: First, the user website fords into the degree to have the remarkable influence to the consumer behavior Second, the network oral traditions convince the effect to have the remarkable influence to the consumer behaviors. Third, the user demands cause the number of times and the purchase behavior number of times are not remarkable related.

一、 中文部分
書籍
Schultz & Robinson(民91) 。實用促銷手冊。(莊麗卿譯)。台北：遠流。
論文
關復勇、楊亞琦、鄭尹惠(民94)。知覺品質與網路口碑溝通間關係之研究--以顧客承諾為中介角色之分析(Relationship between perceived Quality and Network Word-of-Mouth Communication--Customer Commitment as Mediator)。行銷評論，2:2民94.夏，149-169。
彭映淳(民95)。客家文化產業與體驗行銷︰以東勢庄生活體驗為例。國立台北大學2006 年文化創意產業與地方發展策略 研究生學術論文研討會。
張慶珍(民91)。從體驗行銷的觀點探討廣告的視覺符號─以女性雜誌服飾廣告為例。私立銘傳大學設計管理研究所碩士學位論文。
藍世明(民93)。從體驗行銷觀點探討連鎖雜誌咖啡館之消費情境因素研究-以台中市為例。朝陽科技大學企業管理系碩士學位論文
蘇明如(民90)。九○年代台灣文化產業生態之研究。私立南華大學美學與藝術管理研究所碩士學位論文。
王又鵬(民92)。促銷活動對消費者購買行為影響之研究。國立政治大學企業管理研究所博士論文。
網站
i TRY試用情報網站　http://www.itry.com.tw/
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