與他人分享：情緒感染於線上社交網絡之影響

• Main Authors: CHEN, YUN-CYUAN, 陳韻全
• Other Authors: ZHOU, SI-YU
• Format: Others
• Online Access: http://ndltd.ncl.edu.tw/handle/tc68mm

碩士 === 國立嘉義大學 === 行銷與觀光管理學系研究所 === 104 === In this study, the author first investigates whether message sender's emotion directly affects message receiver's emotion, in online social networks. Then, the author also examine how emotional contagion receiver's attitude toward product. Finally, the author explores whether receiver's locus of control would moderate the effect on emotional contagion. The following is the findings: (1) emotional contagion will occur in online social networks affects message receiver's emotion. (2) In online social networks, message receiver's emotion is positively related to their attitude toward product. (3) There are no interaction between emotion of sender and receiver's locus of control. This article has two contributions. One is make up the research gap that is past literature didn’t explored the role of happy emotional influence on product evaluations can occur in online social networks. Another one is further proof that how the role of positive and negative emotional contagion of customers interact with each other on online social networks.