| Summary: | 碩士 === 國立高雄科技大學 === 運籌管理系 === 107 === In recent years, the Internet has developed rapidly; therefore, merchants would like to sell their goods through online social media. One of marketing techniques is that merchants attach sharing reward to advertising posts of Facebook. However, with different appeals, merchants should adopt different marketing technique. Sharing reward is not always suitable for each advertisement. Hence, this study would like to explore why consumers would like to share those posts.
This study explores whether the interaction between message of advertisements and sharing reward would affect consumers' sharing motivation (economic motivation, information exchange motivation, reputation motivation) under the marketing technique which is advertisements combined with sharing reward. Whether consumers’ sharing intention would be affected by sharing motivation?
This study used a 3x2 two-factor experimental design method (symbolic/economic/functionality x reward/no reward). There were six editions of questionnaires, and the total of 258 valid questionnaires. The results of the analysis and collation of the data are as follows: (1) Sharing reward has a positive impact on economic motivation. (2) Sharing reward has a positive impact on sharing intention. (3) The content of the message and the sharing of reward have no interaction on the economic motivation or reputational motivation. (4) Sharing motivation has a positive impact on sharing intention.
Key words: message content, sharing reward, sharing motivation, sharing intention.
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