| Summary: | 碩士 === 康寧大學 === 企業管理研究所 === 105 === Just when the internet was emerging, many scholars not merely thought email was going to be the new blue ocean market for the internet advertisement but even boldly prophesied it would be a blooming internet marketing strategy for all commercial advertisements. In the recent years, given that smartphone, tablet, and other 3c electronic products become generalized and meanwhile wireless 4G broadband Internet service is increasingly popularized, accessing to the internet is no longer something which only computers can do. Using the internet is already an activity for men and women, as well as for the youth and elders, no matter where they are. Accordingly, internet marketing strategies are more and more diversified.
It should be also noted that the rapidly growing internet has led to email spam in Taiwan. A survey in 2012 showed 75 percent of ordinary people used the internet for email, whereas only 6.5 percentage did so in 2015.
As a result, this thesis is to examine what factors are able to attract the attention of customers and to achieve advertising effectiveness under the circumstance where internet advertisements are more and more inefficient. The focal points are consumer behavior, email, internet advertisements, and advertising effectiveness. Lastly, the methodology is to use questionnaires to collect data.
|
|---|
