A Conceptual framework for unsolicited commercial e-mail: Perceived intrusiveness and privacy concerns

Mariko Morimoto, Wendy Macias

Research output: Contribution to journalArticle

11 Citations (Scopus)


While e-mail remains a popular advertising medium for marketers, consumers' privacy concerns about the medium have become a serious issue. In this study, an online survey examined how two aspects of privacy-perceived intrusiveness and psychological reactance-influenced consumers' attitudes toward unsolicited commercial e-mail and marketing in general. The results indicate that the more intrusive an individual perceives an e-mail, the stronger their reactance will be against it, the more they will avoid it, and the more negative their attitudes toward it. Implications for marketers and academics, as well as suggestions for industry regulations, are also addressed.

Original languageEnglish
Pages (from-to)137-160
Number of pages24
JournalJournal of Internet Commerce
Issue number3-4
Publication statusPublished - 2009 Jul
Externally publishedYes



  • Perceived intrusiveness
  • Privacy
  • Psychological reactance
  • Unsolicited commercial e-mail

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Management of Technology and Innovation

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