| Summary: | 碩士 === 國立中興大學 === 科技管理研究所 === 92 === As competition increase, the Internet plays an important role in the world. Viral Marketing, a new idea for a useful Internet marketing tool has been discussed. It encourages individuals to forward a marketing message to others, creating the potential for exponential growth in the message’s to thousands and even millions of people. According to past study, the persuasive communication model, proposed a message learning approach to attitude and change which includes four determinates: source (the closer message source, the estrange message source, the commercial message source), message (hedonic and utilitarian), recipient (personality, Five Factor Model), and channel (lower time cost and higher time cost). Therefore, the main objective of this study is to examine the determinants of spreading behavior on Internet. After constructing the experimental design, a sample of 240 undergraduate students been asked to respond, and the results are fourfold. First, the closer message source can encourage recipient have higher willing to forward. Second, both of the hedonic view and utilitarian view can provide positive impact on recipients’ spreading behavior. Third, the lower time cost of the message transmit channel can encourage recipient to forward than the higher one. Finally, the recipients’ personality, Conscientiousness, can provide significant influence on spreading behavior.
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