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Effectiveness of E-mail Marketing in Korea: What Types of E-mail Ads Are Being Read?
Unformatted Document Text:  Effectiveness of E-mail Marketing 9 variables in the experiment. The front cover explained that the purpose of the experiment was to evaluate e-mail marketing strategies for a new online shopping mall that would be introduced to the market, and provided the aforementioned instructions. Measures Attitude toward the Advertising E-mail (A AD ). Attitudes toward an advertising e-mail with a particular title was measured with a five-item, seven-point semantic differential scale used in Janiszewski (1988). The items were anchored by “good/bad,” “appealing/unappealing,” “attractive/unattractive,” “pleasant/unpleasant,” and “likable/unlikable.” Intention to Open the E-mail. Finally, intention to click the e-mail to view its content was measured with a modified four-item semantic differential scale that originally measures consumers’ likelihood of returning to a place they have already been (Oliver, Rust, and Varki 1997). This scale has been used to measure consumers’ intention to click a banner ad in other studies. The scale in the current study asked participants to rate their chances of opening the e-mail with a particular title, and the items were anchored by “no chance/sure to open,” “unlikely/likely,” “certain to not open/certain to open,” and “not possible/very possible.” Need for Cognition (NFC). A nine-point Likert-type scale was used to measure participants’ need for cognition. The original scale had 18 items (Cacioppo, Petty, & Kao, 1984) that measured the participants’ individual difference in terms of the likelihood of elaborating the given information. However, the current study used the reduced 7-item scale used in Kim and Biocca (1997). The scale asked participants to agree or disagree with the following statements: “I like to have the responsibility of handling a situation that requires a lot of thinking”, “I feel relief rather than satisfaction after completing a task that required a lot of mental effort”, “I find satisfaction in deliberating hard and for long hours”, “I really enjoy a task that involves coming up with new solutions to problems”, “Learning new ways to think doesn't excite me very much”, “I would

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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Effectiveness of E-mail Marketing 9
variables in the experiment. The front cover explained that the purpose of the experiment was to evaluate
e-mail marketing strategies for a new online shopping mall that would be introduced to the market, and
provided the aforementioned instructions.
Measures
Attitude toward the Advertising E-mail (A
AD
).
Attitudes toward an advertising e-mail with a particular title was measured with a five-item,
seven-point semantic differential scale used in Janiszewski (1988). The items were anchored by
“good/bad,” “appealing/unappealing,” “attractive/unattractive,” “pleasant/unpleasant,” and
“likable/unlikable.”
Intention to Open the E-mail.
Finally, intention to click the e-mail to view its content was measured with a modified four-item
semantic differential scale that originally measures consumers’ likelihood of returning to a place they have
already been (Oliver, Rust, and Varki 1997). This scale has been used to measure consumers’ intention to
click a banner ad in other studies. The scale in the current study asked participants to rate their chances of
opening the e-mail with a particular title, and the items were anchored by “no chance/sure to open,”
“unlikely/likely,” “certain to not open/certain to open,” and “not possible/very possible.”
Need for Cognition (NFC).
A nine-point Likert-type scale was used to measure participants’ need for cognition. The original
scale had 18 items (Cacioppo, Petty, & Kao, 1984) that measured the participants’ individual difference in
terms of the likelihood of elaborating the given information. However, the current study used the reduced
7-item scale used in Kim and Biocca (1997). The scale asked participants to agree or disagree with the
following statements: “I like to have the responsibility of handling a situation that requires a lot of
thinking”, “I feel relief rather than satisfaction after completing a task that required a lot of mental effort”,
“I find satisfaction in deliberating hard and for long hours”, “I really enjoy a task that involves coming up
with new solutions to problems”, “Learning new ways to think doesn't excite me very much”, “I would


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