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The Determinants of Email Receivers' Disseminating Behaviors on the Internet

Hung-Chang Chiu, Yi-Ching Hsieh, Ya-Hui Kao, Monle Lee
DOI: 10.2501/S0021849907070547 Published 1 December 2007
Hung-Chang Chiu
National Tsing Hua University, Taiwan,
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  • For correspondence: hcchiu@mx.nthu.edu.tw
Yi-Ching Hsieh
National Central University, Taoyuan, Taiwan,
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  • For correspondence: ychsieh@mgt.ncu.edu.tw
Ya-Hui Kao
Chunghwa Telecom Co., Ltd., Taipei, Taiwan,
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  • For correspondence: yhkao@cht.com.tw
Monle Lee
Indiana University South Bend,
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  • For correspondence: mlee@iusb.edu
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ABSTRACT

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. On the basis of an experiment conducted in Taiwan, we find four main results. First, message recipients who receive emails from close interpersonal sources are more willing to forward them than messages from unfamiliar interpersonal or commercial sources. Second, those who receive more utilitarian or more hedonic messages are more willing to forward them. Third, those who score high on extraversion and openness and low on conscientiousness traits are more willing to forward a marketing message to others. Fourth, those who access the internet via a broadband connection are more willing to forward the message than are those who use dial-up modems.

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Vol 47 Issue 4

Journal of Advertising Research: 47 (4)
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The Determinants of Email Receivers' Disseminating Behaviors on the Internet
Hung-Chang Chiu, Yi-Ching Hsieh, Ya-Hui Kao, Monle Lee
Journal of Advertising Research Dec 2007, 47 (4) 524-534; DOI: 10.2501/S0021849907070547

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The Determinants of Email Receivers' Disseminating Behaviors on the Internet
Hung-Chang Chiu, Yi-Ching Hsieh, Ya-Hui Kao, Monle Lee
Journal of Advertising Research Dec 2007, 47 (4) 524-534; DOI: 10.2501/S0021849907070547
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