Why Videos Go Viral: Understanding How Self-Enhancement Affect Sharing of Online Media.

病毒式影片分享行為之研究:以自我提升 與娛樂價值分析。

李建志(Chien-Chih Lee)

指導教授 ： 雷松亞

國立清華大學/科技管理學院/服務科學研究所/碩士(2013年)

https://doi.org/10.6843/NTHU.2013.00483

摘要

無

關鍵字

病毒行銷 ； 自我提升理論 ； 社會交換理論 ； 娛樂價值

並列摘要

It is the holy grail of digital marketing: the viral entertaining video, a pitch that
large numbers of viewers decide to share with family and friends. It is a social
exchange process between senders and receivers. However, exactly what motivates
internet users to share viral videos is unknown. Using self-enhancement theory, this
study empirically tests the proposition that online users share online videos, and
electronic word of mouth to construct and express their self-concepts when they
perceive benefits from a video. We also applied the Theory of Reason Action (TRA)
and tested their actual sharing and WoM buzzs. The result shows that perceived
usefulness and enjoyment positively influenced self-enhancement, which produced
sharing intentions. Then, the intention to share influenced actual sharing behavior
and WoM. Surprisingly, we found that perceived enjoyment can directly influence
intention to share. These findings have both theoretical and managerial implications.

並列關鍵字

viral marketing ； self-enhancement ； social exchange theory, ； entertainment ； theory of reasoned action

參考文獻

sharing behavior in virtual communities: The relationship between trust,

David G. Taylor, D. S., and Kenneth Thompson (2012). "SELF-ENHANCEMENT AS A

It feels good to help someone by sharing

ENJOYSHARING.3 Sharing information with friends is pleasurable.

ACTUAL.1 I shared the video on a website for others to see.