不同形式電子郵件行銷對關係品質之影響

Different Forms of E-mail Marketing Effect on Relationship Quality

陳竺櫻(Chu-Ying Chen)

指導教授 ： 徐怡

國立虎尾科技大學/管理學院/經營管理研究所/碩士(2010年)

摘要

儘管電子郵件早已成為一種被廣泛使用的行銷溝通工具，但僅有極少數的研究曾經以實證研究的方式來探討其行銷效益，尤其是該以何種形式的電子郵件廣告才可獲得最大的行銷效益？又這些形式的電子郵件廣告是否會進一步地影響到企業與顧客之間的關係品質？有效地釐清這些議題，將有助於行銷人員更有效地使用此一行銷工具。因此本研究採用準實驗法來探討電子郵件的信件標題特質、信件內容的個人化、誘因、內容意圖及許可行銷對廣告態度之影響，並進一步探討廣告態度對顧客關係品質之影響，研究結果顯示信件標題特質、個人化、誘因、許可行銷對廣告態度及廣告態度對關係品質皆有顯著地影響，並且根據研究結果提出相關之建議及管理實務意涵。

關鍵字

電子郵件行銷 ； 廣告態度 ； 關係品質

並列摘要

In spite of the growing popularity in E-mail marketing, few studies have ever empirically investigated the effectiveness of E-mail marketing. Especially, what mechanisms would be more effective for E-mail marketing? Will the customer relationship quality be affected by E-mail marketing? A better understanding of these issues is critical for the effective use of E-mail marketing. Therefore, we address to investigate the effect of E-mail marketing on customer relationship quality. A quasi-experiment was conducted to test the effect of subject’s feature of mail, level of personalization, advertising incentive, the intention of senders and permission marketing on advertising attitude towards the E-mail. Furthermore, we examined the impact of advertising attitude on customer relationship quality. The results showed that subject’ feature of mail, level of personalization, advertising incentive and permission marketing will affect advertising attitude. Advertising attitude will affect customer relationship quality. The implications of the results on the effectiveness of E-mail marketing are discussed.

並列關鍵字

E-mail Marketing ； Advertising Attitude ； Relationship Quality

參考文獻

Assael, H. (1998), Consumer Behavior and Marketing Action, 6th edn. Cincinnati, OH: South-Western College Publishing.

Babin, B. J. and M. Griffin (1998), “The Nature of Satisfaction: An Updated Examination and Analysis”, Journal of Business Research, 41, pp.127-136.

Barwise, P. and Strong, C. (2002), “Permission-Based Mobile Advertising”, Journal of Interactive Marketing, 16(1), pp14-24.

Bennett, A. (2002), ”Interactive Aesthetics”, Design Issues, 18(3), pp.62-69.

Brackett, L. K. and B. N. Carr (2001), ”Cyberspace advertising vs. other mdiea：consumer vs. mature student attitudes”, Journal of Advertising Research, 41, pp.23-32.