The increased popularity of personal marketing and printing on demand technology has substantially changed the advertising practice. Taking direct mail (DM) as an example, DM is no longer treated as ¡§junk mail¡¨ but useful marketing tool after combining personal information with interesting advertisement, such as combining customers¡¦ credit card statements with customized advertisement based on their purchasing behavior. Personalized DM has become a brand new approach for advertising that may lead to better communication effect.
In this research, we formulated a research framework based on the Advertisement Attitude Mediating Model, which measures the effect of advertisement in three aspects: attitude towards the advertisement, attitude towards the advertised product, and purchase intention. Product category (shopping goods and specialty goods) and need for cognition (high and low) were moderators.
Experiment method was utilized in this research to examine the effect of personalized DM. A total of 329 college students participated the experiment and they were divided into six groups with different settings in three different degrees of personalization (personalized, half-personalized, and none-personalized) and two product categories. Among them, 235 eventually completed the experiment to provide valid data for analysis.
The results include: (1) personalized information has a positive effect on consumers¡¦ attitude towards DM; (2) personalized product recommendation can improve consumers¡¦ attitude towards product and increase their purchase intention; (3) A higher degree of personalization produce the better advertising effects; (4) The effect of personalization varies in different product category. Specialty goods is more suitable for personalized DM than shopping goods; (5) The consumer¡¦s need for cognition does not affect the effect of personalized DM.
Chen, Chih-Hau
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0208107-145839 |
| Date | 08 February 2007 |
| Creators | Chen, Chih-Hau |
| Contributors | Hsiang-Chu Lai, Ting-Peng Liang, Ya-Ching Lee |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0208107-145839 |
| Rights | withheld, Copyright information available at source archive |
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