| Summary: | 碩士 === 南華大學 === 傳播管理學研究所 === 94 === Recently, marketers are getting aware that one of the best ways to reach computer internet users is through E-mail advertising. However, tons of spam mails that flow the consumers'' e-mail boxes have become a trivial and troublesome business to attend to by consumers every day. The effects of so called "viral marketing" are hence required to be reinvestigated. In this study, we discuss the users'' behaviors on receiving two different types of E-mail advertisings. One is eDM (Electronic DM), and the other is DeDM (Disguised Electronic DM). The eDM means all kinds of regular E-mail advertisings while DeDM means an E-mail sent to the guests in an unlikely E-mail form, which is a usual practice of the viral marketing.
We designed a self-administered questionnaire to measure the subjects'' gender, user situation and interference, and their general attitudes toward E-mail advertising in a pool of 140 samples. Given the property of the censored data, a Tobit model specification is therefore used. The major findings of this study are as follows: (1) Users'' attitude toward E-mail advertising is an important factor in determining whether they will open eDm and DeDM or not; (2) this study found that users are likely to accept DeDM more than eDM, and (3) users are willing to open and transfer DeDM more frequently than eDM. With those results, we conclude and suggest that viral marketing is a workable strategy for marketers.
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