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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 23 Appendix E Table 5. Determinants of Click-Intention Determinant Standardized Coefficients t df R 2 Adjusted R 2 Std. Error of the Estimate p Attitude toward the Ad .987 51.690 179 .832 .832 0 .805 .000 Need for Cognition .159 0 2.146 179 .025 .020 1.381 .033

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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Effectiveness of E-mail Marketing 23
Appendix E
Table 5. Determinants of Click-Intention
Determinant
Standardized
Coefficients
t
df R
2
Adjusted
R
2
Std. Error of
the Estimate
p
Attitude toward the Ad
.987
51.690
179 .832
.832
0
.805 .000
Need for Cognition
.159
0
2.146
179 .025
.020
1.381 .033


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