摘要
近年來，隨著網路的興起進而衍生出電子郵件行銷手法，業者可以透過電子郵件來將產品的資訊寄送到消費者的手中，而因其本身具有低成本但高效益的特性，使電子郵件行銷成為目前業界成用的行銷手法；但大量的垃圾郵件卻讓使用者對直接電子郵件排斥、反感，不願意打開閱讀信件，效果也因此大打折扣。 本研究以收件者人格特質為主，探討直接電子郵件的廣告效果，以不同的郵件主旨設計及郵件內橫幅廣告屬性設計，在不同人格特質及不同郵件內容類型的干擾下，其廣告效果的關連性與影響。 本研究採實驗室實驗法方式，設計多因子實驗方法，探討收件者人格特質及直接電子郵件各項屬性設計之交互影響。研究結果重點整理如下： 1. 人格特質與郵件主旨類型相符時有較佳的郵件點選意願。 2. 廣告內容與電子郵件內文相關時，廣告效果較佳；且高認知需求者的廣告記憶及廣告態度均較低認知需求者佳。 3. 廣告置於電子郵件版面上方時，廣告記憶較佳；但廣告態度及產品購買態度則不受影響。 4. 不同的電子郵件內容類型會影響廣告態度，本研究分析結果顯示資訊類型的電子郵件其廣告記憶及購買意願較佳。
並列摘要
With the rise of internet, marketers have found a good way to access consumers, marketing-marketers mail product information to consumers by direct e-mail. The characteristic of low cost with high efficiency has made direct e-mail marketing become one of the most popular marketing solutions. But a large number of junk e-mails have influenced the marketing result. The main objective of this thesis is to identify the advertising effects of direct e-mail base on receiver’s personality. In this investigation, the extent to which the E-mail's subject style influences receivers with different personality types is investigated, and to study the relationship between the advertising way and the advertisement's performance on the direct e-mail. This study adopted Laboratory Experiments and probed into the advertising effects of direct e-mail base on receiver’s personality by multi- factors experiment designs. The main results of the experiment indicated the followings: 1. The Direct E-mail could garner a higher click-through rate when the subject's style matches the receiver's personality type. 2. When E-mail content and advertisement product correlation, the advertising effect is better. 3. When the advertisement puts above the E-mail layout, advertising memory is relatively good; It is not influenced but buy the attitude in advertising attitude and products. 4. Different type of e-mail's content has significant difference to advertising effects. The practical information is better than entertainment news.