病毒行銷行家：網路市場資訊傳播者__臺灣人文及社會科學引文索引資料庫

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題名：	病毒行銷行家：網路市場資訊傳播者
書刊名：	行銷科學學報
作者：	林郁翔
作者(外文)：	Lin, Yu-hsiang
出版日期：	2012
卷期：	8:2
頁次：	頁181-212
主題關鍵詞：	病毒行銷行家；意見領袖；早期購買者；市場行家；網路口碑；Viral marketing mavens；Opinion leaders；Early purchasers；Market mavens；Online word of mouth
原始連結：	連回原系統網址
相關次數：	被引用次數:期刊(2) 博士論文(0) 專書(0) 專書論文(0) 排除自我引用:1 共同引用:0 點閱:0

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。

以文找文

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.

以文找文

期刊論文
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會議論文
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其他
1.	Bush, M.(20000821)。Grinch' effect hopes to steal moviegoers。
2.	Modzelewski, F. M.(20000913)。Finding a cure for viral marketing，http://www.dmnews.com/finding-a-cure-for-viral-marketing-ills/article/68355/。

圖書論文
1.	Lindgreen, A.、Vanhamme, J.(2005)。Viral marketing: the use of surprise。Advances in Electronic Marketing。Hershey, PA：Idea Group Publishing。
2.	Schindler, R. M.、Bickeart, B.(2002)。Published word of mouth: Referable consumer-generated information on the internet。Online Consumer Psychology: Understanding and Influencing Consumer Behavior in the Virtual World。Hillsdale, NJ：Lawrence Erlbaum Associates。

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