{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,7,25]],"date-time":"2026-07-25T05:56:16Z","timestamp":1784958976473,"version":"3.55.0"},"reference-count":32,"publisher":"Emerald","issue":"1","license":[{"start":{"date-parts":[[2006,1,1]],"date-time":"2006-01-01T00:00:00Z","timestamp":1136073600000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2006,1,1]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-heading\">Purpose<\/jats:title><jats:p>This study aims to explain why e\u2010mails trigger emotional response states in receivers and to explore the influence of e\u2010mail formats on the receivers' intention to forward e\u2010mails.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Design\/methodology\/approach<\/jats:title><jats:p>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\u2010mail that they had recently received.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Findings<\/jats:title><jats:p>This study reveals that people will have a stronger intention to forward e\u2010mails that make them feel positive emotions, display richer information, are greater in length, or include audio and visual information.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Research limitations\/implications<\/jats:title><jats:p>This study shows that e\u2010mail forwarding function maintains <jats:italic>guanxi<\/jats:italic> with others, supporting the social psychology theory that personal emotional states will trigger specific behaviors. Also, this paper extends the explanation of the \u201cinformation richness\u201d theory concerning the influence of format on receivers' e\u2010mail forwarding intentions.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Practical implications<\/jats:title><jats:p>This study can assist marketing managers in developing e\u2010commerce by exploiting the special features of e\u2010mails identified in the study.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-heading\">Originality\/value<\/jats:title><jats:p>This study provides a behavioral model of the type of e\u2010mails most likely to be forwarded. Enterprises can use this model in developing better <jats:italic>guanxi<\/jats:italic> with their customers.<\/jats:p><\/jats:sec>","DOI":"10.1108\/10662240610642550","type":"journal-article","created":{"date-parts":[[2006,7,3]],"date-time":"2006-07-03T13:45:37Z","timestamp":1151934337000},"page":"81-93","source":"Crossref","is-referenced-by-count":13,"title":["Why are some e\u2010mails forwarded and others not?"],"prefix":"10.1108","volume":"16","author":[{"given":"Tom M.Y.","family":"Lin","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Heng\u2010Hui","family":"Wu","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Chun\u2010Wei","family":"Liao","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Tzu\u2010Hsin","family":"Liu","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"140","reference":[{"key":"key2022031420354824300_b1","doi-asserted-by":"crossref","unstructured":"Bickart, B. and Schindler, R.M. 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