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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 20 Appendix B Table 2. Reliability of the Scales Variable D N Attitude toward the Ad – Title Type 1 .9123 180 Attitude toward the Ad – Title Type 2 .9491 180 Attitude toward the Ad – Title Type 3 .9668 180 Attitude toward the Ad – Title Type 4 .9653 180 Attitude toward the Ad – Title Type 5 .9749 180 Attitude toward the Ad – Title Type 6 .9681 180 Intention to Click – Title Type 1 .9555 180 Intention to Click – Title Type 2 .9463 180 Intention to Click – Title Type 3 .9760 180 Intention to Click – Title Type 4 .9653 180 Intention to Click – Title Type 5 .9749 180 Intention to Click – Title Type 6 .9687 180 Need for Cognition .7551 180

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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Effectiveness of E-mail Marketing 20
Appendix B

Table 2. Reliability of the Scales
Variable
D
N
Attitude toward the Ad – Title Type 1
.9123
180
Attitude toward the Ad – Title Type 2
.9491
180
Attitude toward the Ad – Title Type 3
.9668
180
Attitude toward the Ad – Title Type 4
.9653
180
Attitude toward the Ad – Title Type 5
.9749
180
Attitude toward the Ad – Title Type 6
.9681
180
Intention to Click – Title Type 1
.9555
180
Intention to Click – Title Type 2
.9463
180
Intention to Click – Title Type 3
.9760
180
Intention to Click – Title Type 4
.9653
180
Intention to Click – Title Type 5
.9749
180
Intention to Click – Title Type 6
.9687
180
Need for Cognition
.7551
180


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