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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 14 explaining the mediating role of A AD on intention to click. Previous studies have focused on the impacts of message types on recall (e.g., Li & Bukovac, 1999) and click-through rate (e.g., DoubleClick & I/PRO, 1996). However, the current study showed that consumers’ intention to click a particular e-mail message would be influenced by their initial attitude toward the message. Finally, consumers’ need for cognition was also found to have a significant impact on their intention to click the e-mail ad messages in general. The current study examined the impact of NFC on the intention to click e-mails with different titles, although this relationship was not hypothesized in the study. The results found that participants’ NFC was positively related to their intention to click only when the title contained simple information, promotional event announcement, or urgent tone. Despite these significant relationships, NFC was still found to have a very weak impact on intention to click (R 2 ranged from .024 to .029, p < .05). Taken together, it can be understood that consumers’ need for cognition by itself is insufficient to explain their intention to click the e-mail ad message, and other factors (e.g., self- relevance with the message) need to be further investigated. There are some general limitations to this study. First, the current study administered a paper-and-pencil experiment without measuring consumers’ actual clicking behavior. Although the intention has been commonly used to predict people’s actual behavior, conducting a similar study where consumers’ actual behaviors are measured in an online environment might yield richer implication. Second, the current study presented only the titles of the e-mail ads, and thus consumers’ subsequent attitude toward the e-mail content was not considered. Unless a marketer’s final goal is to have the messages opened and read, the consumers’ responses to the actual message should be considered as well. Therefore, future studies may wish to extend the current study to include the e-mail message along with the title for analysis. Finally, the current study examined consumers’ need for cognition and attitude toward the ad message as the factors of their intention to click. However, further determinants should be explored for the e-mail ad messages. For example, consumers’ self-relevance with the message topic and title can be examined. Also, investigating consumers’ attitude toward the message sender might yield some interesting results.

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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background image
Effectiveness of E-mail Marketing 14
explaining the mediating role of A
AD
on intention to click. Previous studies have focused on the impacts
of message types on recall (e.g., Li & Bukovac, 1999) and click-through rate (e.g., DoubleClick & I/PRO,
1996). However, the current study showed that consumers’ intention to click a particular e-mail message
would be influenced by their initial attitude toward the message.
Finally, consumers’ need for cognition was also found to have a significant impact on
their intention to click the e-mail ad messages in general. The current study examined the impact of NFC
on the intention to click e-mails with different titles, although this relationship was not hypothesized in the
study. The results found that participants’ NFC was positively related to their intention to click only when
the title contained simple information, promotional event announcement, or urgent tone. Despite these
significant relationships, NFC was still found to have a very weak impact on intention to click (R
2
ranged
from .024 to .029, p < .05). Taken together, it can be understood that consumers’ need for cognition by
itself is insufficient to explain their intention to click the e-mail ad message, and other factors (e.g., self-
relevance with the message) need to be further investigated.
There are some general limitations to this study. First, the current study administered a
paper-and-pencil experiment without measuring consumers’ actual clicking behavior. Although the
intention has been commonly used to predict people’s actual behavior, conducting a similar study where
consumers’ actual behaviors are measured in an online environment might yield richer implication.
Second, the current study presented only the titles of the e-mail ads, and thus consumers’ subsequent
attitude toward the e-mail content was not considered. Unless a marketer’s final goal is to have the
messages opened and read, the consumers’ responses to the actual message should be considered as well.
Therefore, future studies may wish to extend the current study to include the e-mail message along with
the title for analysis. Finally, the current study examined consumers’ need for cognition and attitude
toward the ad message as the factors of their intention to click. However, further determinants should be
explored for the e-mail ad messages. For example, consumers’ self-relevance with the message topic and
title can be examined. Also, investigating consumers’ attitude toward the message sender might yield
some interesting results.


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