 Web Site spill over to email campaigns: The role of privacy, trust and shoppers' attitudesAnne-Sophie Cases, Christophe Fournier, Pierre-Louis Dubois and John F. Tanner Journal of Business Research, 2010, vol. 63, issue 9-10, 993-999 Abstract: Email campaign effectiveness is a real challenge for the web industry. According to the literature, privacy concerns, trust and attitude toward a company web site influence consumers' intentions to return to a web site (Chelappa and Pavlou, 2002; Belanger et al., 2002; Eastlick et al., 2006). The objective of this paper is to investigate whether those variables spill over to the email campaign response process. The research framework is an opt-in marketing campaign, with email planned as a loyalty-generating tool and based on a quantitative survey on 330 shoppers of a web retailer. The study results indicated a positive effect of intention to return to the web site on attitudes toward the email campaign; however, consumers' attitude toward a web site had no influence on attitude toward the email campaign in this study. Finally, attitude toward the email campaign had a positive influence on the response process. Keywords: Email; Privacy; Trust; Web; site; Purchase; intention; Return; intention (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:63:y::i:9-10:p:993-999 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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