| Summary: | 碩士 === 國立臺灣大學 === 商學研究所 === 87 === We are living in the Internet world. The circumstances in the broad applications of Internet, the big-busted population of network users, and the affiliating marketing around us tell us that the private communication tools will become the most important mediated communication, especially Electronic mail (e-mail). The e-mail is of fast and secret transformation, privacy, and interaction between senders and receivers. Because of these characteristics, the e-mail can be easily combined with the concept of affiliating Marketing.
In the past, the e-mail only sent the plain-text messages. Due to the improvement of e-mail delivery technology, e-mail is capable of delivering multimedia data, including text, picture, animation, video, audio and etc. This trend makes e-mail become an important advertising (ad) media.
The core in this study is to build a model, to explore the factors of influencing effectiveness of e-mail ad, to prove the effectiveness of ad via e-mail memory experiment, and to compare the difference in ad attitude of e-mail, TV, radio, newspaper, magazine, and WWW. At last, the major findings are:
1.Under high ad involvement, e-mail ads attract more positive attitude.
2.Under high ad risk perception, e-mail ads gain better memory.
3.Under high need for cognition, e-mail ads gain better memory.
4.There are different conclusions in different demographic statistical variables.
(1) To gender, the male perceives more cluster of e-mail ad than the female. The female is more apt to avoid e-mail ads than the male, but they have better memories for e-mail ads than the male.
(2) To age, younger people perceive more disturbances of e-mail ads.
(3) To the level of education, Hi-educated persons are more apt to avoid e-mail ads than low-educated ones, but they have better memories for e-mail ads.
(4) To experience, the e-mail attracts more positive attitude under the linking of experiences.
5.The e-mail gains better memories under fewer interactive contents. Multimedia and animation have nothing to do with the memory of e-mail ads.
6.The e-mail is the most ad-clustered, ad-disturbed, and ad-avoided media among the six main media, including TV, radio, newspaper, magazine, WWW, and e-mail.
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