| Summary: | 碩士 === 國立聯合大學 === 管理碩士學位學程 === 101 === E-mail marketing offers great opportunities for businesses. This paper discusses its relevance and investigates Mongolian consumer’s attitudes toward e-mail advertising. By understanding consumers’ attitude toward E-mail advertising, designers and marketers can better strategize their E-mail advertising designs and interactivity which can help to improve the effectiveness of E-mail advertising. For this purpose, the precedent factors such as entertainment, informativeness, credibility, irritation and interactivity were investigated. These scales were reverse-coded when they are needed. A sample of 730 Internet users’ responses in Mongolia has been collected by online survey. The results indicate that entertaining, providing information, effective reliable transactions and also interactivity positively affect respondents’ attitude toward email advertising. The result also reveals that there is a positive relationship between attitude and intention to receive email advertising.
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