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標題: 網路上資訊分享行為之影響因素
The Determinants of Information Sharing Behaviors on the Internet
作者: 蕭伊婷
Hsioa, Yi-Ting
關鍵字: viral marketing;口碑行銷;blog marketing;knowledge sharing;involvement;知識分享;功利性價值;快樂性價值;涉入性
出版社: 科技管理研究所
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因此,本研究將參考過去的相關理論與模型,包括了溝通說服理論、網路知識散播模型、社會交換理論,針對資訊分享者為何願意在網路上進行資訊分享行為進行探討,並使用實驗設計的方式進行,發展出2 (關係強度:強 vs. 弱) × 2 (快樂性利益內容:高 vs. 低) × 2 (功利性內容:高 vs. 低) × 2 (訊息管道;e-mail vs. blog) 共16種情境。研究結果發現,關係強度為強關係時,訊息內容包含了快樂以及功利性價值的利益時,訊息閱讀者對於產品有較高的涉入性時,以及訊息分享是透過blog的管道時,將會有較大的資訊分享意願。而此結果則提供企業在設計整合行銷傳播時,能作為參考的方向,以提升顧客願意為其進行口碑行銷的意願與行為。

Word-of-mouth communication (WOM) is considered as an important issue for marketing researchers. Through the positive WOM to influence other potential customers has been considered as an effective marketing mode. Recently, two efficient and effective Internet marketing tools have emerged: viral marketing and blog marketing. Despite the success of these activities, especially for building traffic and web site awareness, it is not clear how they works, and only limited research on consumers' electronic WOM (eWOM) communication has been published.
Accordingly, this study intends to combine related research—including communication theory, online knowledge contribution theory, social exchange theory and value theory—to investigate the determinants of consumers' intention to share marketing information on the Internet. We use experiment design to test our hypothesis. 16 scenarios: 2(tie strength: strong vs. weak) × 2 (utilitarian value: high vs. low) × 2 (hedonic value: high vs. low) × 2 (transmission channel: email vs. blog) were developed for the experiment. The results show that tie strength, contents with utilitarian value and hedonic value, involvement of the audiences and transmission channel effects the willing to share information significantly. We intend to produce findings that deserve considerable attention from marketers seeking to implement eWOM campaigns on the Internet.
其他識別: U0005-0407200715033500
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