(Luận văn) factors affecting consumers behavioral intention toward email marketing

MATCHING ADVERTISING APPEALS TO LOCAL CULTURE: 57 Eighmey, J (1997) Profiling User Responses to Commercial Web Sites Journal of Advertising Research, 37 (3), 59 �± 66 Fernandez, J (2009) Email marketing: Personal touch sends out the right message Marketing Week, Thursday June 25 2009, 27 Festinger, L., Theorie der kognitiven Dissonanz, Stanford Univ Press, Bern, 1978 Fishbein, M & Ajzen, I (1975) Belief, attitude, intention, and behavior: An introduction to theory and research Reading, MA: Addison-Wesley Fornell, C (1992) A national customer satisfaction barometer: The Swedish experience Journal of Marketing, 56, 6-21 Forrester Research (2012), Forrester Research Interactive Marketing Forecast By Industry, 2012 To 2017 (US) Godin, Seth (1999), Permission Marketing: Turning Strangers Into Friends, and Friends into Customers, Simon & Schuster Goodwin, C (1997) Communality as a dimension of service relationships Journal of Consumer Psychology, 5, 387 �± 415 eMarketer (2000), Email Marketing Report, eMarketer, New York, N.Y Goodwin, C and Gremler, D.D (1996) Friendship over the counter: how social aspects of service encounters influence consumer service loyalty In T.A Swartz, D.E Bowen, & S.W Brown (Eds.), Advance in Services Marketing and Management, JAI Press, Greenwich, CT, 5, 247 �± 282 Gwinner, K., Gremier, D.D., and Bitner, M.J (1998) Relational Benefits in Services �,�Q�G�X�V�W�U�L�H�V�����7�K�H���&�X�V�W�R�P�H�U�¶�V���3�H�U�V�S�H�F�W�L�Y�H����Journal of Acedemy of Marketing Science, 26 (2), 101 -114 tot nghiep wn load thyj uyi pl aluan van full moi nhat z z vbhtj mk gmail.com Luan van retey thac si cdeg jg hg 61 APPENDICES APPENDIX 1: Measurement scale of factors No Attributes Scale items Sources Behavioral intention toward email marketing My general intention to receive email marketing is very high Hans H Bauer, Tina Reichardt, Stuart J Barnes, Marcus M Neumann (2005) Shimp and Kavas (1984) I will think about receiving email marketing I will receive email marketing in the future Attitudes toward email marketing I find receiving advertising email positive I appreciate receiving advertising emails Attitude toward advertising Generally, I find advertising a good thing Hans H Bauer, Tina Reichardt, Stuart J Barnes, Marcus M Neumann (2005); Pollay and Mittal (1993) I like advertising Information Benefits Through advertising messages via emails, I receive timely information Hans H Bauer, Tina Reichardt, Stuart J Barnes, Marcus M Neumann, 2005 Through advertising messages via emails, I receive exclusive information 10 Benefit in receiving The advertising messages customized to my profile are useful tot nghiep wn load thyj uyi pl aluan van full m oi nhat z z vbhtj m k gm ail.com Luan van retey thac si cdeg jg hg 65 Entertainment Benefit I find email marketing messages are entertaining �1�a�L���G�X�Q�J���F�o�D���H�P�D�L�O���T�X�+�Q�J���F�i�R���F�y���W�K�K���J�L�~�S���W�{�L�� �J�L�+�L���W�U�t Information Benefit Through email advertising messages, I receive timely information �7�K�{�Q�J�� �T�X�D�� �Q�K�w�Q�J�� �H�P�D�L�O�� �T�X�+�Q�J�� �F�i�R���� �W�{�L�� �F�5�S�� �Q�K�5�W���ÿ�ñ�k�F���Q�K�w�Q�J���W�K�{�Q�J���W�L�Q���P�c�L�� Information Benefit Through advertising messages via the email marketing, I receive exclusive information �7�K�{�Q�J���T�X�D���Q�K�w�Q�J���H�P�D�L�O���T�X�+�Q�J���F�i�R�����W�{�L���Q�K�5�Q�� �ÿ�đ�k�F���Q�K�w�Q�J���W�K�{�Q�J���W�L�Q���S�K�•���K�k�S���Y�c�L���P�u�Q�K Social Benefit I forward email marketing I like to my friends �7�{�L�� �J�u�L�� �F�K�X�\�K�Q�� �W�L�G�S�� �Q�K�w�Q�J�� �H�P�D�L�O�� �T�X�+�Q�J�� �F�i�R�� �P�j���W�{�L���W�K�t�F�K���F�K�R���E�)�Q���E�q���W�{�L 10 Social Benefit By using advertising messages via the email marketing I can demonstrate my innovativeness to my friends �6�u�� �G�m�Q�J�� �Q�K�w�Q�J�� �H�P�D�L�O�� �T�X�+�Q�J�� �F�i�R�� �W�{�L�� �F�y�� �W�K�K�� �W�K�K���K�L�O�Q���V�y���V�i�Q�J���W�)�R���F�o�D���W�{�L���Y�c�L���E�)�Q���E�q�� 11 Benefit in receiving The advertising messages customized to my profile are useful �1�a�L���G�X�Q�J���T�X�+�Q�J���F�i�R���ÿ�ñ�k�F���J�u�L���ÿ�G�Q���H�P�D�L�O���F�o�D�� �W�{�L���K�w�X���t�F�K tot nghiep wn load thyj uyi pl aluan van full m oi nhat z z vbhtj m k gm ail.com Luan van retey thac si cdeg jg hg BÌA ACKOWLEDEGMENTS