Kluwer Academic Publishers;Boston: Springer Science and Business Media LLC
摘要:
摘要： The effectiveness of electronic word-of-mouth (eWOM) communication has attracted increasing attention from marketing practitioners, but relatively few studies focus on the dissemination of eWOM communication from a message perspective. Online video is a prominent form of marketing promotion, yet again, little is known about which factors make online video engaging or how they influence recipients’ forwarding intentions. This study adopts Lasswell’s communication model to investigate the persuasiveness of online video and uses the source, content, and channel dimensions to examine three potentially influential factors: awareness of persuasive intent, perceived humor, and multimedia effect. Awareness of persuasive intent exerts a negative influence, whereas the humor and multimedia effects have positive influences on both attitude toward a received online video and forwarding intentions. Therefore, e-marketers should reshape video clips to be humorous, use multimedia effects, and disguise their commercial intent to attract recipients’ attention and persuade them to disseminate an online video. 其他題名： Electron Commer Res 出版者： Boston: Springer Science and Business Media LLC 出版日期： 2012-05-01 出處： Electronic Commerce Research, 2012-05, Vol.12 (2), p.201-224 資源來源： SpringerLink Journals 版權： Springer Science+Business Media, LLC 2012 版權： COPYRIGHT 2012 Springer 識別號： ISSN: 1389-5753 識別號： EISSN: 1572-9362 識別號： DOI: 10.1007/s10660-012-9091-y
