Consumers and Computer Software Advertisements in Spam Email

Joshua Fogel () and Gavriel Yarmish ()
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Joshua Fogel: Brooklyn College of the City University of New York
Gavriel Yarmish: Brooklyn College of the City University of New York

Journal of Internet Banking and Commerce, 2012, vol. 17, issue 2, 01-12

Abstract: Spam e-mail inundates inboxes. Little is known about consumer responses to spam email advertising computer software products. We conducted a study among 200 college students to determine variables associated both with opening/reading spam e mail about computer software products and with purchasing these items. With regard to opening/reading, we found that increasing age (OR:1.22, 95% CI:1.02, 1.47; p=0.03), previously responding to fraudulent e-mail (OR:2.91, 95% CI:1.31, 6.46; p=0.01), and wanting to learn more information online about computer software (OR:1.72, 95% CI:1.12, 2.64; p=0.01) had significant associations. With regard to purchasing, we found that wanting to learn more information online about computer software had a significant association (OR:2.47, 95% CI:1.32, 4.60; p=0.01) and previously responding to fraudulent e-mail approached significance (OR:2.55, 95% CI:0.99, 6.58; p=0.052). Ethical e-mail advertisers would benefit when advertising computer software products to include in the e-mail relevant information about learning more information online about computer software. This can encourage the recipient to click-through and purchase the advertised computer software product.

Keywords: Electronic mail; College students; Consumers; Computers; Software; Marketing; E-commerce (search for similar items in EconPapers)
JEL-codes: L86 (search for similar items in EconPapers)
Date: 2012
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