The Determinants of Email Receivers' Disseminating Behaviors on the Internet
Hung-Chang ChiuNational Tsing Hua UniversityYi-Ching HsiehNational Central UniversityYa-Hui KaoChunghwa Telecom Co., Ltd.Monle LeeIndiana University South BendINTRODUCTION
Recently, a new idea for an efficient and effective internet marketing tool has emerged: viral marketing (Ives, 2005; Krishnamurthy, 2000; Strauss, El-Ansary, and Frost, 2006). In a sense, viral marketing parallels word-of-mouth (WOM) activities, but in an internet setting (Cordoba, 2001). Previous literature contends that the WOM communication process is highly persuasive and effective and therefore one of...