Online group-buying is one of the popular online business models recently. Both the initiator and participants hope to recruit more consumers to join order to aggregate larger orders and thus get cheaper price. Traditionally, consumers always invite their friends or families to join group-buying in order to collect more orders. Hope the relationship could affect their behavior. As the communication and coordination through the Internet are getting more convenient, it is easy and popular to recruit friends in larger range to join group-buying via e-mail.
Further, the increasing virtual communities result from that, members have same interest, concern, and needs. It is quite possible that the members have same needs and therefore initiate a group-buying activity to fulfill many members¡¦ needs. Since information sharing is a major activity between members of virtual communities, the degree of the interactions will impact the tie strength between them. If members can send peer-to-peer recommendation email to other members who may be interested in the group-buying transaction, it may improve the group-buying performance.
In addition, marketing via e-mail is getting common. The different marketing appeal results in different effect. Rational appeals focus on product itself while emotional appeal makes consumer¡¦s feeling change.
The purpose of this research is to explore the difference in advertisement attitude between consumers clicking the peer-to-peer recommendation e-mail and consumers not clicking it. We also examined if these two groups have different cognition of tie strength with the e-mail sender.
The result shows the group clicking the recommendation mail has better advertisement attitude than the group not clicking. Further, emotional appeal induces the subjects¡¦ better cognition of reliability of the appeal
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0830110-222546 |
| Date | 30 August 2010 |
| Creators | Lin, Keng-Kuei |
| Contributors | Chao-Min Chiu, Hsiangchu Lai, San-Yih Hwang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0830110-222546 |
| Rights | not_available, Copyright information available at source archive |
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