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

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.