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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 22 Appendix D Table 4-1. Attitude toward the Ad by Different Title Types Dependent Variable: Attitude toward the Ad (A AD ) Title Types N Mean Std. Deviation df Mean Square f p 1: Curiosity 179 2.6101 1.4743 (5, 174) 46.140 25.311 .000 2: Urgency 179 3.1318 1.7363 3: Free Gifts 179 3.6011 2.0308 4: Discounts 179 4.1173 1.8631 5: Event 179 3.5866 1.8036 6: Simple Info 179 3.3441 1.7392 Table 4-2. Click Intention by Different Title Types Dependent Variable: Click Intention (CI) Title Types N Mean Std. Deviation df Mean Square f p 1: Curiosity 179 2.5458 1.7675 (5, 174) 52.621 23.152 .000 2: Urgency 179 3.3097 1.9002 3: Free Gifts 179 3.7000 2.1831 4: Discounts 179 4.1653 1.9841 5: Event 179 3.6750 1.9704 6: Simple Info 179 3.5486 1.9293

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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Effectiveness of E-mail Marketing 22
Appendix D
Table 4-1. Attitude toward the Ad by Different Title Types
Dependent Variable: Attitude toward the Ad (A
AD
)
Title Types
N
Mean
Std.
Deviation
df Mean
Square
f
p
1: Curiosity
179
2.6101
1.4743
(5, 174)
46.140
25.311
.000
2:
Urgency
179
3.1318
1.7363
3: Free Gifts
179
3.6011
2.0308
4:
Discounts
179
4.1173
1.8631
5:
Event 179
3.5866
1.8036
6: Simple Info
179
3.3441
1.7392
Table 4-2. Click Intention by Different Title Types
Dependent Variable: Click Intention (CI)
Title Types
N
Mean
Std.
Deviation
df Mean
Square
f
p
1: Curiosity
179
2.5458
1.7675
(5, 174)
52.621
23.152
.000
2:
Urgency
179
3.3097
1.9002
3: Free Gifts
179
3.7000
2.1831
4:
Discounts
179
4.1653
1.9841
5:
Event 179
3.6750
1.9704
6: Simple Info
179
3.5486
1.9293


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