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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 7 intention toward the advertised brand (e.g., Batra & Ray, 1986; Chattopadhyay & Nedungadi, 1992; Mitchell & Olson, 1981; Stayman & Aaker, 1988). Therefore, it is hypothesized: H4. Consumer’s attitude toward the e-mail’s title will be positively related to the consumer’s intention to click the ad. Methods Participants The current study was undertaken in Seoul, Korea in October 2002. Korea was selected as it is one of the world’s major advertising markets and it has a high penetration of online consumers. One-half of the participants in the study were recruited from a major firm in Seoul, and the other half were undergraduate students at a large university in Seoul. A total of 180 male (57.2%) and female (42.8%) consumers participated in the study. Their ages ranged from 19 to 54 years old, with an average age of 26.4. 45% of the respondents had finished college, and 55% were high school graduates or currently enrolled in a college. Research Design and Stimulus Material The research consisted of a 2 (Subscription Status: Permission-based versus unsolicited Mails) × 6 (Types of e-mail titles) design. Both variables were manipulated in this study. In order to figure out the popular types of e-mail titles, the current study conducted a series of pretests where the existing e-mail ads were content analyzed and experimental e-mail titles were determined. In the beginning, the message types examined in DoubleClick & I/PRO (1996, in Hofacker & Murphy, 1998)—Free gifts offer, Urgency-creation, Curiosity, and Discount offer—were used. 200 e-mail ads were collected from five separate consumers’ mailboxes, and a randomly selected 100 were used for the content analysis. Initial analysis showed that 58% of the analyzed messages fell into

Authors: Won, Woo-Hyun., Lee, Jiyoung. and Lee, Joo-Hyun.
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Effectiveness of E-mail Marketing 7
intention toward the advertised brand (e.g., Batra & Ray, 1986; Chattopadhyay & Nedungadi, 1992;
Mitchell & Olson, 1981; Stayman & Aaker, 1988). Therefore, it is hypothesized:
H4.
Consumer’s attitude toward the e-mail’s title will be positively related to the consumer’s
intention to click the ad.
Methods
Participants
The current study was undertaken in Seoul, Korea in October 2002. Korea was selected
as it is one of the world’s major advertising markets and it has a high penetration of online consumers.
One-half of the participants in the study were recruited from a major firm in Seoul, and the other half were
undergraduate students at a large university in Seoul. A total of 180 male (57.2%) and female (42.8%)
consumers participated in the study. Their ages ranged from 19 to 54 years old, with an average age of
26.4. 45% of the respondents had finished college, and 55% were high school graduates or currently
enrolled in a college.
Research Design and Stimulus Material
The research consisted of a 2 (Subscription Status: Permission-based versus unsolicited
Mails)
×
6 (Types of e-mail titles) design. Both variables were manipulated in this study. In order to
figure out the popular types of e-mail titles, the current study conducted a series of pretests where the
existing e-mail ads were content analyzed and experimental e-mail titles were determined.
In the beginning, the message types examined in DoubleClick & I/PRO (1996, in
Hofacker & Murphy, 1998)—Free gifts offer, Urgency-creation, Curiosity, and Discount offer—were used.
200 e-mail ads were collected from five separate consumers’ mailboxes, and a randomly selected 100
were used for the content analysis. Initial analysis showed that 58% of the analyzed messages fell into


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