{"title":"口碑动机与网络广告效果的关系研究","authors":"Fengyi Ji, S. Lin","doi":"10.4018/ijec.316661","DOIUrl":null,"url":null,"abstract":"This paper aims at studying the relationship between motivation of word of mouth and advertising's effect on the web (research materials: 300 pieces of scanner advertisements on the web). After factor analysis, nine factors are abstracted: emotion share, rewards, personal entertainment, community development, service improvement, community power, information rewards, punish/support businessman, self-image improvement. After regression analysis, model is established as follows: Y = 0.224 emotion share + 0.250 community development + 0.117 service improvement + 0.222 information rewards + 0.165 punish/support businessman.","PeriodicalId":13957,"journal":{"name":"Int. J. e Collab.","volume":"29 1","pages":"1-10"},"PeriodicalIF":0.0000,"publicationDate":"2023-01-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Research for the Relationship Between the Motivation of Word-of-Mouth and the Effect of Advertising on the Web\",\"authors\":\"Fengyi Ji, S. Lin\",\"doi\":\"10.4018/ijec.316661\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"This paper aims at studying the relationship between motivation of word of mouth and advertising's effect on the web (research materials: 300 pieces of scanner advertisements on the web). After factor analysis, nine factors are abstracted: emotion share, rewards, personal entertainment, community development, service improvement, community power, information rewards, punish/support businessman, self-image improvement. After regression analysis, model is established as follows: Y = 0.224 emotion share + 0.250 community development + 0.117 service improvement + 0.222 information rewards + 0.165 punish/support businessman.\",\"PeriodicalId\":13957,\"journal\":{\"name\":\"Int. J. e Collab.\",\"volume\":\"29 1\",\"pages\":\"1-10\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-01-20\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Int. J. e Collab.\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.4018/ijec.316661\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Int. J. e Collab.","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.4018/ijec.316661","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Research for the Relationship Between the Motivation of Word-of-Mouth and the Effect of Advertising on the Web
This paper aims at studying the relationship between motivation of word of mouth and advertising's effect on the web (research materials: 300 pieces of scanner advertisements on the web). After factor analysis, nine factors are abstracted: emotion share, rewards, personal entertainment, community development, service improvement, community power, information rewards, punish/support businessman, self-image improvement. After regression analysis, model is established as follows: Y = 0.224 emotion share + 0.250 community development + 0.117 service improvement + 0.222 information rewards + 0.165 punish/support businessman.
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