病毒式行銷是策略性地將品牌鑲嵌的訊息，透過社會網絡的傳達滲入線上消費者生態體系。以往的研究努力成果對於網路影片的成功創作，已為市場商人確認明確的理由和建立一套指導模式。本研究結果發現，線上消費者的認知、情緒動機、社會互動及行為因子等變數會顯著地影響其態度。除此之外，態度的角色對於分享網路影片的意圖，也具有重要的影響力。

Viral marketing is the strategic seeding of content with embedded brand into socially networked online consumer ecosystem. Previous studies have made efforts to identify the exact reasons and build a guide for marketer’s successful online video creation. This reseach findings indicate that such variables like cognition, emotional motive, social interaction and behavioral factor of online consumers significantly influence their “attitude”. Besides, the role of attitude aslo has an important impact on intention of sharing online videos.