| 摘要: | 為了幫助行銷人員了解如何有效運用社群媒體來創造行銷成效，本研究聚焦
於探討影響使用者採用社群媒體轉發線上內容之意願的相關因素。根據先前病毒行銷與社群媒體等相關的研究發現，本研究提出一個整合性的概念模型來探究：科技性認知（認知易用性、認知有用性、認知愉悅性、認知自我匿名性、認知他人匿名性）、人際需求（利他特質、公眾呈現特質）以及社會影響（社會認同感）等層面對於使用社群媒體轉發線上內容之意願所產生的影響。研究模型主要探討：（1）認知易用性、認知有用性、認知愉悅性、利他特質、公眾呈現特質、社會認同感對於轉發意願之影響，及（2）認知自我匿名性在公眾呈現特質與轉發意願之調節效果；認知他人匿名性在社會認同感與轉發意願之調節效果。本研究採用線上問卷調查的方式進行資料蒐集，共完成 528 份有效問卷。研究結果發現認知易用性、認知有用性、認知愉悅性以及利他特質對於轉發意願有正向且顯著的影響。然而，公開呈現特質與社會認同感對於轉發意願沒有顯著的影響。認知自我匿名性與認知他人匿名性則沒有顯著的調節效果。最後，本研究對於分析結果進行探討並提出理論與實務意涵作為結論。
;To help marketers understand how to effectively harness social media to create marketing effectiveness, this study aims to investigate factors determining users’ intentions to forward online content with social media. Drawing on insights from prior viral marketing and social media research, an integrative conceptual model is proposed for exploring the influences of three different aspects on forwarding intention, in terms of technological perceptions (perceived ease of use, perceived usefulness, perceived enjoyment, perceived anonymity of self, perceived anonymity of others), interpersonal needs (altruism, public individuation), and social influences (social identity). The research model aims to explore: (1) the impact of perceived ease of use, perceived usefulness, perceived enjoyment, altruism, public individuation and social identity on the forwarding intention, and (2) the moderating effect of perceived anonymity of self on the relationship between public individuation and forwarding intention; the moderating effect of perceived anonymity of others on the relationship between social identity and forwarding intention. An online survey is conducted to collect 528 valid questionnaires. It is found that perceived ease of use, perceived usefulness, perceived enjoyment and altruism have positive and significant influence on the forwarding intention. However, public individuation and social identity have insignificant impacts on the forwarding intention. Perceived anonymity of self and perceived anonymity of others have no moderating effect on the proposed relationships. This study concludes by discussing the analytic results and proposing theoretical and practical implications. |
