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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 11 highest level of A AD , which was followed by the title on special promotional events (Type 5), free gifts offer (Type 3), simple news information (Type 6), urgency (Type 2), and curiosity (Type 1). A post-hoc analysis have revealed that (1) curiosity-generating titles showed the lowest level of A AD compared to all other types of titles except the urgency-generating title, (2) simple news information generated higher A AD than curiosity title but lower A AD than discounts offer, and (3) the discount-offering title produced higher A AD than the urgency title. H2b proposed that different e-mail titles would produce different levels of intention to click, and significant difference was found, F (1, 174) = 13.70 p<.01. In particular, the title on discounts offer (Type 4) was found to generate the highest level of A AD , which was followed by the title free gifts offer (Type 3), special promotional events (Type 5), simple news information (Type 6), urgency (Type 2), and curiosity (Type 1). A post-hoc analysis showed that, similar to the results on A AD , curiosity-generating titles showed the lowest level of A AD compared to all other types of titles except the urgency-generating title, and that discounts offer (Type 4) produced higher intention-to-click scores than simple news information (Type 6) and urgency (Type 2). The above results show that H2a and H2b were supported. The results are summarized in Table 4. Regression was used to test the relationship between participants’ need for cognition (NFC) and intention to click e-mail ads in general (H3) and between A AD and intention to click e-mails in general (H4). The result indicated that participants’ NFC was a weak but significant determinant for their intention to click (R 2 =.832; p<.025, p<.05), and H3 was supported. H4 predicted that people’s A AD would be positively associated with their intention to click. To test this, the intention to click measure was regressed on the A AD , which revealed a significant relationship between A AD and intention to click (R 2 =.832; p<.01). The results from testing H3 and H4 are summarized in Table 5. It indicates that H4 was supported as predicted, and that when people had positive attitude toward the e-mail ad, they are likely to click the e-mail to view the contents. Conclusion and Discussion

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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Effectiveness of E-mail Marketing 11
highest level of A
AD
, which was followed by the title on special promotional events (Type 5), free gifts
offer (Type 3), simple news information (Type 6), urgency (Type 2), and curiosity (Type 1). A post-hoc
analysis have revealed that (1) curiosity-generating titles showed the lowest level of A
AD
compared to all
other types of titles except the urgency-generating title, (2) simple news information generated higher A
AD
than curiosity title but lower A
AD
than discounts offer, and (3) the discount-offering title produced higher
A
AD
than the urgency title.
H2b proposed that different e-mail titles would produce different levels of intention to
click, and significant difference was found, F
(1, 174)
= 13.70 p<.01.
In particular, the title on discounts offer (Type 4) was found to generate the highest level
of A
AD
, which was followed by the title free gifts offer (Type 3), special promotional events (Type 5),
simple news information (Type 6), urgency (Type 2), and curiosity (Type 1). A post-hoc analysis showed
that, similar to the results on A
AD
, curiosity-generating titles showed the lowest level of A
AD
compared to
all other types of titles except the urgency-generating title, and that discounts offer (Type 4) produced
higher intention-to-click scores than simple news information (Type 6) and urgency (Type 2). The above
results show that H2a and H2b were supported. The results are summarized in Table 4.
Regression was used to test the relationship between participants’ need for cognition
(NFC) and intention to click e-mail ads in general (H3) and between A
AD
and intention to click e-mails in
general (H4). The result indicated that participants’ NFC was a weak but significant determinant for their
intention to click (R
2
=.832; p<.025, p<.05), and H3 was supported. H4 predicted that people’s A
AD
would
be positively associated with their intention to click. To test this, the intention to click measure was
regressed on the A
AD
, which revealed a significant relationship between A
AD
and intention to click
(R
2
=.832; p<.01). The results from testing H3 and H4 are summarized in Table 5. It indicates that H4 was
supported as predicted, and that when people had positive attitude toward the e-mail ad, they are likely to
click the e-mail to view the contents.
Conclusion and Discussion


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