Factors Affecting Consumer's Behavior in the face of Advertising Mail

The aim of this research was to develop a theoretical model of email advertising effectiveness and to investigate the differences between permission-based email and spamming. By examining different types of email (i.e. permission-based email and spamming), the present research empirically tested the theoretical linkage between email advertising values, perceived intrusiveness, and attitudinal-behavioural dispositions towards email advertising. In the second part of the proposed conceptual model, the relationship between attitudinal-behavioral dispositions and consumer response was investigated. A survey was conducted among 286 respondents. Two scenarios were designed for the present research. The questionnaires were equally divided into two sets; the first half contains a scenario depicting permission-based email, and the other half contains a scenario describing a spamming email. Each respondent only received one set of the survey. Data were analyzed using structural equation model via LISREL software. Results from the survey showed that advertising values including quality of information, and financial rewards have an impact on perceived intrusiveness and perceived intrusiveness affect attitudes toward e-mail advertising. Also, attitude affects ntention toward the sender directly. Empirically, by comparing the different types of email advertisements of permission-based email and spamming, the present study also offers better understanding and extending of the current literature on email advertising research.