Title page for etd-0118108-234815


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URN etd-0118108-234815
Author kuei-ju Lin
Author's Email Address No Public.
Statistics This thesis had been viewed 5362 times. Download 1806 times.
Department Information Management
Year 2007
Semester 1
Degree Master
Type of Document
Language English
Title An Empirical Investigation of Message Pass-along Behavior Intention: From the Perspectives of Social Cognitive Theory and Social Capital Theory
Date of Defense 2007-06-28
Page Count 70
Keyword
  • viral marketing
  • Social cognitive theory
  • e-WOM
  • message passing along
  • Social capital theory
  • Abstract With the common adoption of the Internet and Web in the recent years, the WOM has been changed to electronic WOM (e- WOM). E-WOM is the positive or negative statements made about a product, company, or media personality that are made widely available via the Internet. It has become an important source of information for the consumer to make decisions including purchase and more and more people have noticed the importance of its applications. The goal of this research is to investigate “message passing along behavior intention” (MPBI) by using Social Cognitive Theory and Social Capital Theory from the viewpoints of people and environment.
    We use survey method to collect the data and use PLS to analyze it. And the results reveal that when people passing message along to others, they care about how close these messages are with them instead of how correct these messages are. It implies that MPBI has the nature of daily life, and therefore, people will be more willing to pass daily life messages. Besides, individuals tend to pass along messages to people who have substantial relationship with him/her. We also found people pass message along to people not for reputation but for expressing their affections to others. In addition, message passing Self-efficacy is also important to MPBI.
    We also classified MPBI into two types — the one is hedonic and the other is utilitarian. The results indicate that people have different behavioral pattern when they deal with different kind of MPBI. In sum, MPBI is a channel for people to maintain the relationship with others and the findings of this study provides some suggestions for the e-WOM research.
    Advisory Committee
  • Sun Pei-Chen - chair
  • Sun Suz-Yuan - co-chair
  • Lin Tung Ching - advisor
  • Files
  • etd-0118108-234815.pdf
  • indicate in-campus access immediately and off_campus access in a year
    Date of Submission 2008-01-18

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