近年來，各大企業紛紛使用不同的行銷工具與客戶溝通，其中一個方法便是病毒式行銷。企業及廣告業者可以藉由病毒行銷提升品牌、服務及產品形象，而病毒式行銷的成功關鍵，在於行銷訊息接收者是否願意轉寄該行銷訊息，以及行銷活動的整體特性。正因為行銷訊息接收者的轉寄意願相當重要，本研究檢驗了數個關鍵因素對訊息接收者的轉寄意圖所產生的影響。
　　訊息接收者對於訊息的轉寄意圖以及行銷活動的特性為影響病毒行銷活動成功與否的重要關鍵，為了找出影響活動成功的關鍵因素，本研究以網路問卷實驗設計的方式，針對台灣區的網路使用者做研究調查，實驗的結果揭露了五點行銷人員所必須了解的重要意涵。
　　第一，訊息內容的設計對於接收者的轉寄意圖有正面影響，其中，訊息的幽默特性及多媒體的豐富程度特別能鼓勵接收者的轉寄行為。第二，大眾對於行銷訊息所顯現的強烈商業意圖，以及是否涉及法律或道德規範並不十分在乎，本研究顯示行銷訊息含有以上的兩種特性並不會造成訊息接收者轉寄意圖的降低。第三，行銷訊息傳播的速度及廣度以及鎖定的傳播對象，對於行銷活動的成功與否有決定性的影響。第四，本研究結果指出傳播行銷訊息所使用的管道及平台越多，行銷訊息越能夠有效的傳播。第五，行銷活動若包含了鼓勵訊息接收者傳遞訊息的誘因，就能刺激網路使用者的傳播意圖，使行銷活動成功機率增加。

Recently, most companies use different marketing methods to communicate with their customer, one of which is Viral Marketing. It has become a common and popular tool used by companies and advertisers in order to enhance a brand, a service or a product since the last decade.
Whether a viral marketing program can succeed or not depends on receivers' willingness to pass along the viral marketing message. In response to the importance of the receivers' forward intention, this study examined the effects of few critical determinants. This study conducted an Internet-based experimental design in Taiwan, and the results showed five essential insights.
First, the design of the message content is positively related to the receivers’ attitude toward the message and has positive impact on their intention to forward this message. Particularly, the humor level and the media richness can encourage the receivers’ forwarding intension. Second, the receivers do not really care about if the message content involves commercial intension and the ethical or legal issues. This research reveals that the receivers’ forwarding intension is not significantly related to these characteristics. Third, the diffusion of the message is positively related to the viral marketing campaign’s success. Fourth, this study shows that the more conduits the message uses, the more successful the viral marketing campaign will be. Lastly, if there are some inducements to encourage receivers to forward the message, the chance to make the marketing campaign go viral will increase.

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