• 主题
高级搜索  >
历史搜索 清空历史
首页> 外文期刊>Information and Knowledge Management >Consumers' Attitudes toward Commercial E-mail Spam and Web pop-ups: Interference, Perceived Loss of Control, and Irritation
【24h】

Consumers' Attitudes toward Commercial E-mail Spam and Web pop-ups: Interference, Perceived Loss of Control, and Irritation

机译：消费者对商业电子邮件垃圾邮件和Web弹出窗口的态度：干扰，感觉到的失控和恼怒

获取原文
           
页面导航
  • 摘要
  • 著录项
  • 相似文献
  • 相关主题

摘要

The appeal of commercial e-mail and pop-up communication is evident today, because e-mail and pop-up are both cost effective and time efficient. There is no doubt that e-mail and pop-up is becoming one of the major direct channels for marketers. As the use of commercial e-mail and pop ups increases, it is more and more important for direct mail marketers to understand the process through which e-mail and pop-up campaigns influence consumer attitudes and behavior-mail marketing offers great opportunities for businesses. Marketing activities supported by e-mails and pop-ups allow companies to directly communicate with their consumers without time or location barriers. The topic of advertising via e-mails is of major interest. It addresses consumers with individualized advertising messages via e-mails. This paper discusses its relevance and investigates antecedents of consumer attitudes toward advertising via e-mails and pop-ups. The analysis is based on a consumer survey. For this purpose, a quota sample of 800 Internet users in India has been interviewed. By understanding consumers, attitude toward advertising, designers and marketers can better strategize their advertising designs. A better understanding of interactivity can also help to improve the effectiveness of interactive media such as the Internet. A methodology for studying the factors that contribute to consumers' perceptions of ads is proposed, and implications for Internet-based advertising are discussed.
机译：如今，商业电子邮件和弹出式广告的吸引力显而易见，因为电子邮件和弹出式广告既具有成本效益，又具有时间效率。毫无疑问，电子邮件和弹出窗口正在成为营销人员的主要直接渠道之一。随着商业电子邮件和弹出窗口的使用增加，直接邮件营销人员了解电子邮件和弹出广告活动影响消费者态度的过程变得越来越重要，邮件营销为企业提供了巨大的机会。电子邮件和弹出窗口支持的营销活动使公司可以直接与他们的消费者进行沟通，而不会造成时间或地点的障碍。通过电子邮件进行广告的主题非常重要。它通过电子邮件向消费者提供个性化的广告消息。本文讨论了它的相关性，并研究了消费者通过电子邮件和弹出窗口对待广告的态度的前因。该分析基于消费者调查。为此，对印度800名互联网用户的配额样本进行了采访。通过了解消费者，对广告的态度，设计师和营销人员可以更好地制定广告设计策略。更好地了解交互性也可以帮助提高交互式媒体（例如Internet）的有效性。提出了一种研究有助于消费者理解广告的因素的方法，并讨论了对基于Internet的广告的影响。

著录项

相似文献

  • 外文文献
  • 中文文献
  • 专利
获取原文

客服邮箱：kefu@zhangqiaokeyan.com

京公网安备：11010802029741号 ICP备案号：京ICP备15016152号-6 六维联合信息科技 (北京) 有限公司©版权所有

  • 客服微信

  • 服务号