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

Mariko Morimoto*, Wendy Macias

*この研究の対応する著者

研究成果: Article査読

14 被引用数 (Scopus)

抄録

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.

本文言語English
ページ(範囲)137-160
ページ数24
ジャーナルJournal of Internet Commerce
8
3-4
DOI
出版ステータスPublished - 2009 7
外部発表はい

ASJC Scopus subject areas

  • 人間とコンピュータの相互作用
  • 技術マネージメントおよび技術革新管理

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