Consumers’ Attitudes Toward Unsolicited Commercial E-mail and Postal Direct Mail Marketing Methods

Morimoto, Mariko; Chang, Susan M.

doi:10.1080/15252019.2006.10722121

Cited by 130 publications

(110 citation statements)

References 21 publications

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“…People are less likely to have negative experience to the company if they had contacted with it before [41]. For companies and businesses, this is an important revelation.…”

Section: Management Implicationsmentioning

confidence: 99%

The Research of Influence Factors of Online Behavioral Advertising Avoidance

Li¹,

Huang²

2016

AJIBM

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With the development of information technology, it's possible to deliver advertising more accurately. Online behavioral advertising (OBA) is a kind of advertising which tracks individual online behavior in order to deliver advertising tailored to his or her interests. However, consumers still avoid advertising with more precise delivery. We can't find out the measures which decrease OBA avoidance unless we know about the factors that influence the avoidance. This paper reviewed researches about advertising avoidance and built the model of OBA avoidance combining the characteristics of OBA. Goal Impediment, Perceived Personalization and Privacy Concern are the independent variables and Negative Experience is the intervening variable. The empirical study finds that Goal Impediment and Privacy Concern are related to OBA avoidance positively, and Perceived Personalization is related to OBA avoidance negatively.

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“…People are less likely to have negative experience to the company if they had contacted with it before [41]. For companies and businesses, this is an important revelation.…”

Section: Management Implicationsmentioning

confidence: 99%

The Research of Influence Factors of Online Behavioral Advertising Avoidance

Li¹,

Huang²

2016

AJIBM

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“…So, the more value (information or entertainment) viewers perceive in an ad, the less intrusive it is perceived Morimoto and Chang (2006) • Commercial E-mail and direct postal mail…”

Section: Perceived Intrusiveness and Online Advertising Formatsmentioning

confidence: 99%

Online Advertising Intrusiveness and Consumers’ Avoidance Behaviors

Rejón‐Guardia

Martínez–López

2013

Progress in IS

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The proliferation of advertising in all communication media causes consumers to perceive a significant amount of competitiveness between advertised products, as well as to feel overwhelmed by the intrusiveness of their advertisements. When taken together, these dimensions form the concept ''advertising clutter.'' A review of the literature shows that perceived intrusiveness is the main component of the perception of clutter. Advertising clutter can prompt undesired behaviors (e.g., advertising avoidance) as well as attitudes contrary to those that companies' advertising campaigns hope to achieve. It also leads to diminished advertising efficacy in terms of consumer memory, a decrease in positive attitudes towards the message and brand, as well as declined purchasing intention and, therefore, sales. In this article, the main consequences of advertising clutter for consumers in online media are reviewed and discussed. To that end, a theoretical review of this concept and its main dimensions is performed; special attention is paid to the online context. Finally, some practical recommendations and research opportunities are pointed out.

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“…이처럼 혼잡도는 광고의 효과를 감소시키 는 요인으로 인식되고 있으며, 실제로 매체사의 수익이 감소하는 이유들 중 하나로 언급되고 있다 [16] . [46] . 또 다른 연구에서는 모바일 SNS광고에서의 편재성이 광고주의 입장에서는 가장 큰 장점으로 인식될지 모르나, 소비자들의 관점에 서는 성가심을 유발하는 요인으로 작용하고 결과적으로 는 광고태도에 부정적인 영향을 미친다고 하였다 [23] .…”

Section: 모바일 광고에 대한 선행연구unclassified

Effect of Mobile Advertising Characteristics on the Continuity and Avoidance Intention of Mobile Advertisement

Moon¹,

Lee²,

Lee³

2017

JIIBC

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This study suggests a strategy to provide effective mobile advertising marketed by identifying factors affecting the use and avoidance intention of mobile advertising on SNS. This article has three main findings. First, each factor of usefulness, novelty and irritation have a significant effect on satisfaction and usefulness, clutter and irritation factor have a significant effect on dissatisfaction. Second, satisfaction and dissatisfaction of mobile advertising exist at the same time, and it is confirmed that they are considered when consumers use mobile advertising. The third finding is that effective mobile advertising avoids the boredom of ads through moderating irritation and should be used in fresh form with more useful information than other ads' form. The result of this study should be an important criterion that mobile advertising providers make advertisements that consumers want in the future.

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Consumers’ Attitudes Toward Unsolicited Commercial E-mail and Postal Direct Mail Marketing Methods

Cited by 130 publications

References 21 publications

The Research of Influence Factors of Online Behavioral Advertising Avoidance

The Research of Influence Factors of Online Behavioral Advertising Avoidance

Online Advertising Intrusiveness and Consumers’ Avoidance Behaviors

Effect of Mobile Advertising Characteristics on the Continuity and Avoidance Intention of Mobile Advertisement

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