探討商業意圖、幽默、以及媒體豐富度對病毒式行銷訊息轉寄意圖的影響

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研究生：	唐佑傑 Yu-Chieh Tang
論文名稱：	探討商業意圖、幽默、以及媒體豐富度對病毒式行銷訊息轉寄意圖的影響 The Effects of Commercial Intention, Humor, and Media Richness on Receivers'' Forward Intention in Internet Viral Marketing Campaigns
指導教授：	謝依靜 Yi-Ching Hsieh
口試委員:
學位類別：	碩士 Master
系所名稱：	管理學院 - 資訊管理學系 Department of Information Management
畢業學年度：	94
語文別：	英文
論文頁數：	42
中文關鍵詞：	病毒式行銷、口碑行銷、商業意圖、幽默、媒體豐富度、訊息態度、轉寄意圖
外文關鍵詞：	word-of-mouth, viral marketing, humor, media richness, attitude, intention to forward, commercial intention
相關次數：	點閱：15 下載：0
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病毒式行銷主要是藉由電子郵件之類的網際網路通路來傳播的口碑，因此也稱為電子口碑行銷。網際網路的無遠弗屆，讓病毒式行銷可以在行銷訊息的傳播上獲得指數性的成長潛能。而病毒式行銷的成功關鍵，在於行銷訊息接收者是否願意轉寄該行銷訊息。正因為行銷訊息接收者的轉寄意願相當重要，本研究檢驗了商業意圖、幽默、以及媒體豐富度這三個關鍵因素對訊息接收者的轉寄意圖所產生的影響。
本研究採用了網路實驗設計的方式，對台灣的網際網路使用者進行網路實驗。實驗的結果揭露了四個行銷人員所必須了解的重要意涵。第一，訊息接收者對行銷訊息的態度(訊息態度)會對其轉寄該行銷訊息的意圖產生正面影響，而且對行銷訊息態度還調節了三個關鍵因素對轉寄意圖的影響，扮演著中介變數的角色。第二，隨著寬頻網路傳輸的蓬勃發展，網路使用者對電子郵件裡行銷訊息所佔的位元組空間並不十分在乎，本研究顯示行銷訊息所佔的檔案大小並不會造成訊息接收者轉寄意圖的降低。第三，行銷訊息所顯現的商業意圖，會同時降低訊息接收者的訊息態度和轉寄意圖。第四，本研究結果指出幽默感和媒體豐富度對訊息接收者的訊息態度會有正面的影響。因此，行銷人員應該加強網路行銷訊息的幽默感，並利用豐富的聲光媒體來包裝行銷訊息。

Viral marketing, also called electronic word-of-mouth (E-WOM), is word of mouth disseminated mainly through Internet channels, such as e-mail. Facilitated with the borderless Internet, viral marketing could create potential for exponential growth in the delivery of marketing messages to thousands of people. Whether a viral marketing program can succeed or not depends on receivers'' willingness to pass along the viral marketing message. In response to the importance of the receivers'' intention to forward, this study examined the effects of three critical determinants, commercial intention, humor, and media richness, on receivers'' forward intention.
This study conducted an Internet-based experimental design in Taiwan, and the results showed four essential insights. First, receivers'' attitude toward the message does have positive impact on their intention to forward this message, and the attitude toward the message acts as a mediator, mediating the effects of the three determinants on forward intention. Second, with the prevalence of broadband transmission, Internet users don''t care how many bytes this viral marketing message takes up. Third, the commercial intention of the message would significantly hinder receivers'' intention to forward. Fourth, humor and media richness are both proven good for evoking favorable attitude and better forward intention.

Ch 1 - Introduction.....................................................................................................II
Ch 2 - Conceptual background...................................................................................4
2.1 Viral marketing.............................................................................................4
2.2 Forward Intention.........................................................................................7
2.3 Attitude Toward Message............................................................................8
2.4 Commercial Intention...................................................................................9
2.5 Humor..........................................................................................................10
2.6 Media Richness............................................................................................12
2.8 Research model...........................................................................................15
Ch 3 - Research methods...........................................................................................16
3.1 Pretest...........................................................................................................17
3.2 Experiment..................................................................................................18
3.2.1 Sample and data collection............................................................18
3.2.2 Procedure........................................................................................18
3.3 Measures......................................................................................................19
3.3.1 Commercial Intention....................................................................19
3.3.2 Humor.............................................................................................19
3.3.3 Media Richness...............................................................................20
3.3.4 Transmission Difficulty.................................................................20
3.3.5 Attitude toward Message...............................................................20
3.3.6 Forward Intention..........................................................................21
3.4 Scale validity................................................................................................21
3.4 Confirmatory factor analysis (CFA).........................................................23
Ch 4 - Analysis............................................................................................................25
4.1 Manipulation checks...................................................................................25
4.2 Hypotheses testing.......................................................................................25
4.3 Mediation effects testing.............................................................................28
Ch 5 - Conclusion.......................................................................................................31
5.1 Discussion....................................................................................................31
5.2 Managerial Implications............................................................................33
5.3 Limitation and Future directions..............................................................35
References...................................................................................................................37
I
List of Tables
Table 1 : Factor loadings and Cronbach’s alpha of the relational bonds.............22
Table 2 : Average Variance Extracted (AVE)..........................................................24
Table 3 : φ (Phi square)2...........................................................................................24
Table 4 : Over model fit statistics.............................................................................26
Table 5: Hypotheses testing results...........................................................................28
Table 6 : Direct, Indirect and Total Effects (Completely Standardized)...............30
List of Figures
Figure 1 : Theoretical Model.....................................................................................15
Figure 2 : Standardized estimates and T values of the hypothesized model........27

                                

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