A Study of the e-mail Users’ Involvement in the Viral Marketing in Taiwan

• Main Author: 林俊佑
• Other Authors: 徐悌
• Format: Others
• Language: zh-TW
• Published: 2001
• Online Access: http://ndltd.ncl.edu.tw/handle/14970208847163079623

碩士 === 大葉大學 === 事業經營研究所 === 89 === The study explored the e-mail users’ involvement in the viral marketing in Taiwan. As the e-mail becomes the most widely used communication medium in the world, some companies have used viral marketing to reach their customers successfully. Since this was an exploratory study, it focused on the life style, personal experience, opinion leadership and the motivation of the e-mail users, who were involved in the viral marketing. Main findings of the study were as follows: 1.Life styles of e-mail users could affect their motivation to participate in the viral marketing. People with different life styles had different motives. 2.Volumes of the messages spread by opinion leaders were twice as many as those of non- opinion leaders. 3. E-mail users with different life styles participated in different types of the viral marketing. 4. Those who did not participate in the viral marketing were bothered by large volumes of e-mails they regularly received. Key Words: internet, e-mail, lifestyle, opinion leader, viral marketing