影響社交網絡線上內容轉發意圖之相關因素

Factors Affecting Online Content Forwarding Intention in Social Network

社交網絡服務已成為許多人聯繫並且存取與分享資訊的重要管道。藉由病毒行銷，社交網絡服務也成為行銷人員接觸潛在顧客的新興媒體。擴散病毒廣告必需透過線上內容轉發行為，因此本研究藉由一整合架構調查影響社交網絡線上內容轉發意圖之相關因素，並同時藉由多樣本設計來探討社交網絡匿名性的影響。分析總樣本（N = 600）發現認知易用性、認知愉悅性、利他性將顯著正面影響個人轉發意圖。認知易用性亦顯著正面影響認知愉悅性。個別樣本分析（PTT.cc, N = 380; Facebook, N = 220）的結果與總樣本幾乎一致，除了在PTT.cc樣本中，認知易用性對轉發意圖不再具有影響力。本研究深入討論分析結果並提出學術與實務意涵做為結論。

Social network service has become an important channel for people to contact with acquaintances and to consume, contribute even share online information. For marketing practitioners, social network service has become an exciting mass media to reach potential customers by utilizing “viral marketing” techniques. This study argues that online content forwarding behaviors are essential to viral campaigns diffusion; therefore we propose an integrated framework to investigate factors affecting peers’ intention toward forward online content. Additionally, the influence of social network anonymity is further discussed by multiple samples research design. Based on the full sample of 600 subjects surveyed in this study, it is found that perceived ease-of-use, perceived enjoyment and altruism positively affect individual forwarding intention. Moreover, perceived ease-of-use has additionally positive impact on perceived enjoyment. Analyzing Facebook subsample (N = 220; high identity disclosure) and PTT.cc subsample (N = 380; low identity disclosure) shows almost consistent results with the full sample, except that the relationship between perceived ease-of-use and forwarding intention reveals non-significant in the PTT.cc subsample. In conclusion, this study presents a further discussion of the analytic results and provides several implications about forwarding intention for both marketing researchers and practitioners.