One Sneeze Gets Everyone Else a Cold：A Study on the Dissemination of Emails from the Viewpoint of Virus Marketing

• Main Authors: Chin-Ban Lin, 林建邦
• Other Authors: Cheng-Tsung Hwang
• Format: Others
• Language: zh-TW
• Published: 2004
• Online Access: http://ndltd.ncl.edu.tw/handle/z4cpk9

碩士 === 靜宜大學 === 觀光事業學系研究所 === 93 === Information is everywhere today, and more and more commercial activities take place on the internet. This study focuses on the marketing targets, and from the viewpoint of virus marketing, attempts to investigate how to use emailing as a blasting tool to disseminate information. 1,587 valid questionnaires have been collected from the internet and are put through the data mining process. By standard data analysis, statistics show the significance of demographical variables and life style variables to the different types of groups. This study also employs decision tree analysis generalize the opinion leaders’ characteristics, and the relationship rules to analyze the characteristics of the email forwarders. Traffic and tour information is chosen as the carrier of the following experiment to make on 80 participants selected from the respondents of the questionnaire. The result shows that the opinion leaders can forward their emails 22 times more than the others and hence verifies the hypothesis that virus marketing can speed up email dissemination. With this conclusion, some marketing strategies will be proposed at the end of this thesis.