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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 10 prefer a task that is intellectual, difficult, and important to one that is somewhat important but does not require much thought”, and “It is enough for me that something gets the job done; I don’t care how or why it works.” After assessing the reliability, the single indices of A AD measure for each title, intention to click the e-mail with each title, and the participants’ NFC were obtained by averaging responses to the items under each scale. Table 2 shows the reliabilities of the measures used in this study. Results To test H1a and H1b, t-tests were performed on participants’ A AD and click intention based on consumers’ subscription basis. The participants who were assigned to the subscribing condition (i.e., permission-base mail) showed higher scores in A AD (M=3.76) than those who were assigned to the non-subscribing—unsolicited mail—condition (M=3.03; t (176) = 3.932, p < .01). Also, the participants in the permission-based mail condition showed higher scores for the click intention (M=3.84) compared to those in the unsolicited mail condition (M=3.14; t (177) = 3.364, p < .01). Therefore, it was found that e- mail types in general were related to participants’ A AD and intention to click, which provided supports for H1a and H1b. Furthermore, the series of t-tests were performed to examine the impacts of e-mail types on A AD and intention to click for six title types. It was found that participants in the permission-based mail condition showed significantly higher A AD scores with four of the six title types (i.e., curiosity, urgency, free gifts, simple news). No significant differences were found between unsolicited mail condition and permission-based mail condition when the titles provided discount offers (Type 4) and special promotion announcement (Type 5). For the intention to click, the first four titles (i.e., curiosity, urgency, free gifts, discount offers) generated significant differences between the two e-mail type conditions. Tables 3-1 and 3-2 show the differences in A AD and click intention for each title type. H2a and H2b were tested with one-way ANOVA which examined the effects of different titles on A AD and intention to click. As predicted in H2a, the different titles produced different levels of A AD , F (1, 174) = 14.47, p<.01. In particular, the title on discounts offer (Type 4) was found to generate the

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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Effectiveness of E-mail Marketing 10
prefer a task that is intellectual, difficult, and important to one that is somewhat important but does not
require much thought”, and “It is enough for me that something gets the job done; I don’t care how or why
it works.”
After assessing the reliability, the single indices of A
AD
measure for each title, intention to
click the e-mail with each title, and the participants’ NFC were obtained by averaging responses to the
items under each scale. Table 2 shows the reliabilities of the measures used in this study.
Results
To test H1a and H1b, t-tests were performed on participants’ A
AD
and click intention
based on consumers’ subscription basis. The participants who were assigned to the subscribing condition
(i.e., permission-base mail) showed higher scores in A
AD
(M=3.76) than those who were assigned to the
non-subscribing—unsolicited mail—condition (M=3.03; t
(176)
= 3.932, p < .01). Also, the participants in
the permission-based mail condition showed higher scores for the click intention (M=3.84) compared to
those in the unsolicited mail condition (M=3.14; t
(177)
= 3.364, p < .01). Therefore, it was found that e-
mail types in general were related to participants’ A
AD
and intention to click, which provided supports for
H1a and H1b. Furthermore, the series of t-tests were performed to examine the impacts of e-mail types on
A
AD
and intention to click for six title types. It was found that participants in the permission-based mail
condition showed significantly higher A
AD
scores with four of the six title types (i.e., curiosity, urgency,
free gifts, simple news). No significant differences were found between unsolicited mail condition and
permission-based mail condition when the titles provided discount offers (Type 4) and special promotion
announcement (Type 5). For the intention to click, the first four titles (i.e., curiosity, urgency, free gifts,
discount offers) generated significant differences between the two e-mail type conditions. Tables 3-1 and
3-2 show the differences in A
AD
and click intention for each title type.
H2a and H2b were tested with one-way ANOVA which examined the effects of different
titles on A
AD
and intention to click. As predicted in H2a, the different titles produced different levels of
A
AD
, F
(1, 174)
= 14.47, p<.01. In particular, the title on discounts offer (Type 4) was found to generate the


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