以消費者觀點探討電子郵件廣告之適用性

本研究由消費者心理層面的探討為起點，藉由探討消費者對於電子郵件廣告的廣告態度、廣告規避行為、消費者特性之間所存在的關係與其對於電子郵件廣告的反應差異，找出適合利用電子郵件做為廣告媒介的主客觀條件，以及目前的缺點與侷限性等因素。本研究利用電子郵件問卷調查法，配合統計分析之方式對於台灣地區之電子郵件使用者進行實證研究。結果發現整體而言，國內消費者對於電子郵件廣告抱持偏負面的廣告態度，但也接受利用電子郵件做為廣告宣傳的媒介。顯然此媒介雖然存在著一些限制，但是其資訊的傳遞與個人化的特色也凸顯了它的機會。不同市場區隔的消費者包括在不同人口統計變數以及不同生活型態上，在廣告態度方面以及廣告規避行為上的確表現了不同程度之差異性。廣告態度、廣告規避行為與消費者處理電子郵件的方式上存在著密切之關係。在廣告表現層面發現消費者會受到電子郵件的廣告標題影響。研究之結果提供了從消費者心理層面出發的一些結論與建議，期望能提供實務界以及網路廣告研究者在此相關議題的啟示與參考依據。

關鍵字

電子郵件廣告；廣告態度；廣告規避；生活型態；標題效果

並列摘要

The purpose of the study is to investigate the fitness of e-mail advertising from consumer’s point of view. Through the discussion of the relation among consumer’s characteristic, advertising attitude, advertising avoidance and the different response toward the e-mail advertisement, the study try to find out the subjective and objective factors that support e-mail to be an appropriate advertising channel and the present limitation. The object of empirical study is e-mail address owner in Taiwan, and use e-mail questionnaires and statistic analysis to execute the investigation. Result indicates consumers hold a negative attitude toward e-mail advertisement but they still accept e-mail to be used as an advertising method. Though it exist some limits, its information transmission and personalized characteristic bring out the chance. Different consumer segmentation in demographic variable and lifestyle exist different advertising attitude and avoidance. Advertising attitude and avoidance have close relation to the method that consumer deal with those e-mail advertisements. Besides this, consumer will influenced by the mail title. The result of this study provides some conclusions and suggestions from consumer’s view point that can give researchers some inspirations and references within this field.