近年來,以「電子口碑」為出發點的「病毒式行銷」已是網路行銷的另一個趨勢,不僅成本低廉,其效果更是其它網路廣告的10至20倍,因此,以口碑行銷、病毒式行銷、電子郵件行銷之行銷模式已經是現代企業滿意的行銷策略,不管在學術界或實務界也已進行相當多研究與成功案例驗證。然而,從消費者的觀點卻是反其道而行,許多網路使用者在閱讀完廣告郵件後會直接刪除廣告郵件,僅有一成的網路使用者會將閱讀後的郵件內容再次轉寄給他人,因此,究竟哪些因素會激起網路使用者的傳遞動機?哪些因素會影響網路使用者傳遞訊息之意願?這皆是網路行銷、病毒式行銷業者所必須極為重視的問題。本研究以「人」與「資訊」作為兩大研究角度,引用Zaichkowsky(1986)所提出之涉入度的觀點與理論作為本研究模型之理論基礎,並結合成就動機之期望價值理論、社會網絡觀點,藉此探討網路使用者認知的「任務價值」與網路訊息的屬性(內容、來源)是否會影響其訊息涉入度,又訊息涉入度是否會對訊息傳遞意願產生影響。本研究採取實驗調查法,以電子郵件為實驗媒介軟體,呈現實驗設計的內容。並利用結構方程式模式(SEM)來進行分析。而根據本研究實證研究結果,歸納出以下結論: 1.網路使用者對於網路訊息所知覺的「任務價值」,會影響其「訊息涉入度」 2.網路使用者對於網路訊息的「訊息涉入度」,會影響其「訊息傳遞意願」 3.使用者對於網路訊息知覺之「成就價值」,對「訊息涉入度」的影響,會受到「訊息來源」的調節影響,以「公共來源」影響較強 4.使用者對於網路訊息知覺之「內隱價值」、「效用價值」與「成本代價」,對「訊息涉入度」的影響,會受到「訊息內容」的調節影響,其中皆以「價值性」之訊息內容的影響效果較強 5.「好玩性」訊息內容,網路使用者所知覺之「成本代價」對於「訊息涉入度」的影響效果較強 6.「價值性」訊息內容,網路使用者之「內隱價值」對於「訊息涉入度」的影響效果較強 7.「新知性」訊息內容,網路使用者之「成本代價」對於「訊息涉入度」的影響效果較強 8.使用者對於網路訊息知覺之「成本代價」,對「訊息涉入度」的影響,會受到「訊息來源與訊息內容交互作用」的調節影響,以「商業來源與價值性」之訊息來源與訊息內容交互作用的影響效果較強 9.「訊息涉入度」對「訊息傳遞意願」的影響,不會受到「社會網絡連帶關係」的調節影響
In recently, the virus marketing which based on the Word-Of-Mouth has become a new tendency. This marketing method not only has lower cost, but also has ten to twenty times of effects than internet advertisement. Thus, the modes of Word-Of-Mouth, virus marketing and E-mail Marketing have the most satisfied marketing strategy. And there are many successful cases that are tested and verified in practices. However, the consumers’ view is opposite. In fact, many internet users will directly delete the mail after reading. Only few people will transfer these advertisement mails. Therefore, what factors will trigger the users’ motivation of transferring messages? What factors will affect the intention of transferring messages? Both of these are the serious problems that the practice of internet and virus marketing take. This study is based on “people” and “message” to be the research points. The study sites the involvement theory (Zaichkowsky, 1986)to be the base of research framework, and combines expectancy value theory of motivation and social network theory to research that whether the task values which internet user considered and the attributions of internet messages are affect the information involvement and whether the information involvement can affect the intention of transferring messages. This study adopts experiment survey method and e-mail to be the media of experiment that presents the experiment contents. The study analyzes the data via SEM. According to the experiment result, the study obtains the following conclusions: 1. Task values which internet user considered affect the information involvement. 2. Information involvement which internet user considered affects the intention of transferring messages. 3. Attainment values which internet user considered affects the information involvement that be moderated by message source, and public source has stronger effect. 4. Intrinsic values, utility values and cost which internet user considered affect the information involvement that be moderated by message content, and worth message has stronger effect. 5. Cost which internet user considered strongly affects the information involvement via funny messages. 6. Intrinsic values which internet user considered strongly affects the information involvement via wroth messages. 7. Cost which internet user considered strongly affects the information involvement via newly messages. 8. Cost which internet user considered affects the information involvement that be moderated by interactive message source and contents, and commerical source and worth message has stronger effect. 9. Information involvement which internet user considered affects the intention of transferring messages that not be moderated by tie strength of social network.