Online from: 1991
Subject Area: Information and Knowledge Management
Options: To add Favourites and Table of Contents Alerts please take a Emerald profile
|Title:||Why are some e-mails forwarded and others not?|
|Author(s):||Tom M.Y. Lin, (Department of Business Administration, National Taiwan University of Science and Technology, Taipei, Taiwan), Heng-Hui Wu, (Department of Business Administration, National Taiwan University of Science and Technology, Taipei, Taiwan), Chun-Wei Liao, (Graduate School of Management, National Taiwan University of Science and Technology, Taipei, Taiwan), Tzu-Hsin Liu, (Graduate Institute of Business Administration, Da-Yeh University, Chang-Hua, Taiwan)|
|Citation:||Tom M.Y. Lin, Heng-Hui Wu, Chun-Wei Liao, Tzu-Hsin Liu, (2006) "Why are some e-mails forwarded and others not?", Internet Research, Vol. 16 Iss: 1, pp.81 - 93|
|Keywords:||Behaviour, Customer relations, Electronic commerce, Electronic mail, Social networks, Taiwan|
|Article type:||Research paper|
|DOI:||10.1108/10662240610642550 (Permanent URL)|
|Publisher:||Emerald Group Publishing Limited|
Purpose – This study aims to explain why e-mails trigger emotional response states in receivers and to explore the influence of e-mail formats on the receivers' intention to forward e-mails.
Design/methodology/approach – Data were collected from 305 undergraduate and EMBA students in one university in Northern Taiwan. Participants were asked to fill out the questionnaire based on any forwarded e-mail that they had recently received.
Findings – This study reveals that people will have a stronger intention to forward e-mails that make them feel positive emotions, display richer information, are greater in length, or include audio and visual information.
Research limitations/implications – This study shows that e-mail forwarding function maintains
Practical implications – This study can assist marketing managers in developing e-commerce by exploiting the special features of e-mails identified in the study.
Originality/value – This study provides a behavioral model of the type of e-mails most likely to be forwarded. Enterprises can use this model in developing better
To purchase this item please login or register.
Complete and print this form to request this document from your librarian