The Study on College Students’ Cognition, Experience and Acceptance toward Viral Marketing – An Investigation at a Private University in Central Taiwan

• Main Authors: Hsu,Shuo-Yin, 許碩茵
• Other Authors: Lin,Kuan-Yu
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/k6ckfb

碩士 === 亞洲大學 === 資訊傳播學系 === 102 === The trend in the development of Web2.0 features network patterns from a one-way transmission of " download & read " to a two-way communication model of " upload & share ". The platform where people can share consuming experiences has become very popular. "Viral marketing" like flu virus, spreads out the message quickly on the network. This study aimed to explore the relationship between the demographics of college students and their cognition, experience and acceptance of viral marketing. This study used an online questionnaire to collect data, and the object was students of a university in central Taiwan. A total of 268 valid questionnaires was returned, and SPSS18.0 version software was used to analyze. The results showed: (1) Gender played a significant role. Male students were higher in the cognition and experience than female students; (2) Residence played a significant role. People living in the North were higher in the experience than people living in the South; (3) The average daily hours spent online was a significant factor for cognition, experience and acceptance; (4) The Web experience was a significant factor for cognition, experience and acceptance. Based on the findings and conclusions of the study, the researcher suggests that future studies can improve in many ways like using in-depth "community" as the object, expanding the research in methods, scope and object, or using qualitative research methods through interviews to explore viral marketing more deeply.