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    National Tsing Hua University Institutional Repository > 科技管理學院  > 科技管理研究所 > 期刊論文 >  The determinants of email receivers' disseminating behaviors on the internet


    Please use this identifier to cite or link to this item: http://nthur.lib.nthu.edu.tw/dspace/handle/987654321/61785


    Title: The determinants of email receivers' disseminating behaviors on the internet
    Authors: Chiu HC;Hsieh YC;Kao YH;Lee M
    教師: 丘宏昌
    Date: 2007
    Publisher: World Advertising Research Center
    Relation: Journal of Advertising Research, World Advertising Research Center,47(4), 524-534,2007
    Keywords: WORD-OF-MOUTH
    5-FACTOR MODEL
    SHOPPING VALUE
    PERSONALITY
    PERFORMANCE
    INFORMATION
    CONSUMER
    IMPACT
    ONLINE
    CREDIBILITY
    Abstract: To investigate the determinants of the effects of a viral campaign, we employ the classical framework of a persuasive communication model, designated as "Who says what to whom in which channel and with what effect?" We also consider theories of consumer value, personality, word-of-mouth communication, and source credibility. On the basis of an experiment conducted in Taiwan, we find four main results. First, message recipients who receive emails from close interpersonal sources are more willing to forward them than messages from unfamiliar interpersonal or commercial sources. Second, those who receive more utilitarian or more hedonic messages are more willing to forward them. Third, those who score high on extraversion and openness and low on conscientiousness traits are more willing to forward a marketing message to others. Fourth, those who access the internet via a broadband connection are more willing to forward the message than are those who use dial-up modems.
    URI: http://www.warc.com/
    http://nthur.lib.nthu.edu.tw/dspace/handle/987654321/61785
    Appears in Collections:[科技管理研究所] 期刊論文

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