The Determinants of Email Receivers’ Disseminating Behaviors on the Internet

Hung-Chang Chiu, Yi-Ching Hsieh, Ya-Hui Kao and Monle Lee

To investigate the determinants of the effects of a viral campaign, we employ the classical framework of a persuasive communication model, designated as “Who says what to whom in which channel and with what effect?” We also consider theories of consumer value, personality, word-of-mouth communication, and source credibility.

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 Bend

INTRODUCTION

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...

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