| Summary: | 碩士 === 國立虎尾科技大學 === 經營管理研究所 === 98 === 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.
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