病毒行銷行家：網路市場資訊傳播者

Viral Marketing Maven: A Disseminator of Marketplace Information on the Internet

林郁翔(Yu-Hsiang Lin)

《行銷科學學報》 8卷2期 (2012/12) Pp. 181-212

摘要

儘管病毒行銷或網路口碑的議題廣泛地引起重視，但我們對於在網路上具影響力的口碑傳播者行為特徵的了解也十分匱乏。本研究發展量表來衡量偏好在網路上散播與產品／服務相關資訊之傳播者，量表得分高者，我們稱之為病毒行銷行家。更進一步的，我們發展關於病毒行銷行家的行為、態度、心理描述與人口統計相關假說，並檢驗他們在六項產品／服務中的人際資訊交換行為。基於634位的消費者問卷調查，我們發現病毒行銷行家的存在，他們不但能輕易的被其他人認出，也會影響他人的購買決策，而且，他們與傳統的口碑傳播者有顯著差異。研究結論能協助進行病毒行銷或網路口碑行銷之管理者選擇適當的廣告標的，以及作為未來欲進行網路人際互動與資訊擴散相關研究之基礎。

關鍵字

病毒行銷行家 ； 意見領袖 ； 早期購買者 ； 市場行家 ； 網路口碑

並列摘要

This paper develops a scale to measure those who like to disseminate information regarding products/services, and those with high scoring are called viral marketing mavens. Hypotheses are developed concerning the behaviours, attitudes, psychographics, and demographics of viral marketing mavens. This paper examines the interpersonal information exchange behaviors of viral marketing mavens in relation to six products/services. A questionnaire survey for 634 consumers finds that viral marketing mavens do exist, are easily identified, and have influence in their purchasing decision. However, they are significantly different from other influencers. The results can assist the advertising practitioners in the selection of appropriate advertising targets and provide a foundation for future studies on interpersonal interactions and information diffusion on the Internet.

並列關鍵字

Viral marketing mavens ； opinion leaders ； early purchasers ； market mavens ； online word of mouth

參考文獻

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