Research for the Relationship Between the Motivation of Word-of-Mouth and the Effect of Advertising on the Web

Feng Ji, Sheng-Liang Lin

Source Title: International Journal of e-Collaboration (IJeC)19(2)

ISSN: 1548-3673|EISSN: 1548-3681|EISBN13: 9781668486771|DOI: 10.4018/IJeC.316661

MLA

Ji, Feng, and Sheng-Liang Lin. "Research for the Relationship Between the Motivation of Word-of-Mouth and the Effect of Advertising on the Web." IJEC vol.19, no.2 2023: pp.1-10. http://doi.org/10.4018/IJeC.316661

APA

Ji, F. & Lin, S. (2023). Research for the Relationship Between the Motivation of Word-of-Mouth and the Effect of Advertising on the Web. International Journal of e-Collaboration (IJeC), 19(2), 1-10. http://doi.org/10.4018/IJeC.316661

Chicago

Ji, Feng, and Sheng-Liang Lin. "Research for the Relationship Between the Motivation of Word-of-Mouth and the Effect of Advertising on the Web," International Journal of e-Collaboration (IJeC) 19, no.2: 1-10. http://doi.org/10.4018/IJeC.316661

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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.