2010年--营销外文翻译--病毒式营销：传播网络内容的动机（节选）

《2010年--营销外文翻译--病毒式营销：传播网络内容的动机（节选）》由会员分享，可在线阅读，更多相关《2010年--营销外文翻译--病毒式营销：传播网络内容的动机（节选）（5页珍藏版）》请在毕设资料网上搜索。

1、中文 2250 字 ,1350 单词， 7700 英文字符 出处： Ho J Y C, Dempsey M. Viral marketing: Motivations to forward online content J. Journal of Business Research, 2010, 63(910):1000-1006. Viral marketing: Motivations to forward online content Jason Y.C. Ho, Melanie Dempsey Abstract Despite the increasing popularity of

2、viral marketing, factors critical to such a new communication medium remain largely unknown. This paper examines one of the critical factors, namely Internet users motivations to pass along online content. Conceptualizing the act of forwarding online content as a special case of a more general commu

3、nication behavior, we identify four potential motivations: (1) the need to be part of a group,(2) the need to be individualistic,(3) the need to be altruistic, and (4) the need for personal growth. Using a survey of young adults, we examine the relationship between these motivations and the frequenc

4、y of passing along online content. We also investigate if high trait curiosity can indirectly lead to more forwarding by increasing the amount of online content consumed. Results show that Internet users, who are more individualistic and/or more altruistic, tend to forward more online content than o

5、thers. Keywords: Viral marketing； Electronic word-of-mouth (e-WOM) Motivation； e-Maven 1.Introduction The Internet is now the new normal way of life for many Americans to get their news, book travel reservations, do research for school or their job, check out the weather, and seek out romantic partn

6、ers among other activities (Rainie, 2005). For those who consume entertainment, news and information online, recommendations from friends are important sources for that information. This new online environment is conducive to a new form of marketing communication commonly referred to as viral marketing. Viral marketing typically starts with the marketer creating some form of electronic content such as a video or a mini-site, the aim of which is usually brand-building. The URL (web add