網路收訊者轉寄行為前因之研究

Abstract

現今社會的競爭環境日趨成長，使得網際網路在世界上亦扮演著重要的角色。在眾多的網路行銷方式中，有一項較為特殊、名稱奇特且有效的行銷方法，就是病毒式行銷。所謂的病毒式行銷，指的是在透過極低的轉寄成本下，促使人們將訊息傳遞給其它人，並造成傳遞速度指數成長，使數以百萬的人可以接收到新的訊息。根據過去的研究，溝通說服模式所提出來的學習理論，說明態度轉變的因素可分為四個：1.來源(親近的人際來源、疏遠的人際來源及商業來源)，2.訊息 (功利性及快樂性利益)，3.收訊者 (人格特質)，4.管道 (寬頻及窄頻)。 因此，本研究主要探討網路中收訊者轉寄行為的前置因素，究竟何種因素會導致人們的轉寄行為。本研究採實驗設計，240位大學學生為樣本，研究結果分為四部份：第一，較親近的人際訊息來源可以促使網路收訊者有較高的意願傾向轉寄。第二，訊息內容方面，無論是傾向功利性利益的訊息呈現方式，亦或是快樂性利益的訊息呈現方式，均可促使網路收訊者轉寄其收到的訊息給他人。第三，使用較快速網路連線速度的網路收訊者，他們可降低轉寄的時間成本，因此，有較高的意願傾向轉寄。最後，收訊者的人格特質中發現，高度嚴謹性的人格特質，其轉寄的可能性較低嚴謹性的人來得低。

As competition increase, the Internet plays an important role in the world. Viral Marketing, a new idea for a useful Internet marketing tool has been discussed. It encourages individuals to forward a marketing message to others, creating the potential for exponential growth in the message's to thousands and even millions of people. According to past study, the persuasive communication model, proposed a message learning approach to attitude and change which includes four determinates: source (the closer message source, the estrange message source, the commercial message source), message (hedonic and utilitarian), recipient (personality, Five Factor Model), and channel (lower time cost and higher time cost). Therefore, the main objective of this study is to examine the determinants of spreading behavior on Internet. After constructing the experimental design, a sample of 240 undergraduate students been asked to respond, and the results are fourfold. First, the closer message source can encourage recipient have higher willing to forward. Second, both of the hedonic view and utilitarian view can provide positive impact on recipients' spreading behavior. Third, the lower time cost of the message transmit channel can encourage recipient to forward than the higher one. Finally, the recipients' personality, Conscientiousness, can provide significant influence on spreading behavior.