| dc.description.abstract | Through the network environment’s changing and the growing amount of mobile devices, people spend most of their time on social network. High stickiness of social network will increase the frequency of sharing information. Forwarding on social network can spread information widely in a short time. This forward action is actually a part of viral marketing. However, to start the power of viral spread, community members’ willingness to forward messages in their social network are needed. Therefore, this study will be based on the two different types of social platforms, Facebook and PTT (BBS), to investigate the impact of forwarding the message. The factors how to affect the forward intention and forward online content contain “perceived enjoyment”, “perceived ease of use”, “public individuation”, “altruism” and “source credibility”.
The study shows that ＂perceived enjoyment＂, ＂altruism＂ and ＂source credibility＂ are the forwarding factors on Facebook, PTT and the overall sample. Forwarding factors in different social network is affected. “Perceived ease of use” is a significant factor only on Facebook members, and “public individuation” is a significant factor only on PTT and the overall sample. Forwarding factors affect forwarding intention of community members, and forwarding intention affects the forwarding content on online. The results of this study will be provided who want to pass the message of social media or viral marketing as a reference.
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