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標題: Exploring the spreading behavior of the message sources, message context and network connection speed across gender
作者: Chen, Jin-rung
關鍵字: 轉寄;Forward;性別;訊息;Gender;Message
出版社: 科技管理研究所
本研究探究網際網路上轉寄行為的決定因素,以及性別與轉寄行為意向的交互影響。因此本研究採用一個2 × 2 × 2 × 2 × 2(正向/負向的訊息來源、高/低的功利性訊息內容、高/低的快樂性訊息內容、多頻/窄頻的網路連接方式、男性/女性)的多因子設計。而384位的大學生被要求看一封模擬的e-mail內容,並且填寫一份問卷。

The internet promises to revolutionize the dynamics of businesses, and create marketing materials that had global reach for low cost. In the high-speed world of internet marketing, the characteristics of the internet offer different style to traditional marketing. In marketing, viral marketing is both cheap and novel. However, the reason why a message recipient on internet will forward these related messages to their friends has not been widely studied yet.
This study explores the determinants of members' spreading behavior on internet, and the interaction between gender and intention of spreading behavior. A 2 × 2 × 2 × 2 × 2 (positive/negative message sources; high/low utilitarian message context; high/low hedonic message context; broadband/narrow network connect; men/women) between-subject factorial design was used. Three hundred eighty-four undergraduate students were asked to read a simulated e-mail and fill the questionnaire.
The results indicate that message sources and hedonic message context have no significant influence on intention of spreading behavior, and men did not tend to forward messages that are negative source or high utilitarian context than women. Conversely, utilitarian message context was closely linked internet users, thus there is significant effect on intention of spreading behavior. Besides, women have a large impact on relationship between hedonic and intention of spreading behavior on internet than men.
However,the results in this study also suggest that managers should stress what's need for their objective customers, differentiate from customers, e.g. men and women, and design message context which is closely linked to customers. Besides, they also need to control the size of message context. In order to avoid reducing network connection speed. Moreover, the viral marketing could be developed effectively.
Appears in Collections:科技管理研究所

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