Along with the fashion of personal marketing, the traditional print media make a breakthrough by taking the advantage of digital technology to leap over the limitation of time and space. Take eDM as an example, the brand-new advertising technique that arranges bills, expenditure records and other personal information in group with the eDM, results in significant recommendation effect. Meanwhile it eradicates the prejudice that eDM is nothing more than spam and makes the eDM fresh and new! Therefore the recommendation effect appears. In the recent years, numbers of marketing researches pay much attention to the classical intimacy theory and put it into applications. Furthermore, the positive effect of personalization is verified by academical researches and business practices. Based on the manipulation of personalization and the theoretical application, this study is objective to confer the recommendation effect of personalized eDM and the mediating effect through intimacy. A two-stage survey by questionnaires was used with these samples of 490 ordinary consumers which are capable of using E-mail, and data were analyzed using the SPSS and AMOS for statistical tests. The results reveal that 1.the significant factor in influencing on intimacy is the personalization of eDM; 2.the significant factor in influencing on recommendation effect is the intimacy conceived by the eDM reader; 3.in the causal relationship between personalization and recommendation effect, intimacy is indeed an indispensable mediator. In the end, according to the findings, we draw upon some suggestions and limitations for future research.

How to build customer loyalty and retain customers are important issues for most businesses. Personalized services have been used as a strategy for such purposes. The advancement of information technology has enabled a business to keep track of customer preferences and provide personalized services accordingly. Several theories have been proposed to explain the effect of positive customer attitude toward personalized services, such as reducing information overload and the Elaboration Likelihood Model. This study is focus on the perspective of intimate relationship with customers through personalized services, and proposes that the intimacy relationship induced from personalized advertising plays a major role in building customer loyalty. An experiment was designed to test our hypotheses. An experimental website was developed to interact with the subjects for building relationship. Experimental advertisement was then sent to the subject for evaluation. The experiment results in 355 completed data, which were then analyzed using the SPSS and SmartPLS. The results reveal that (1)personalized content has a significant effect intimacy;(2) Personalized message doesn¡¦t influence intimacy;(3)customer intimacy has effects on the attitude toward advertising and customer¡¦s purchasing intention. We also find that the relationship between customer intimacy and the recommendation effect was not significantly different for different product categories.