THE INFLUENCE OF ADVERTISING VALUES AND THE MEDIATING EFFECT OF PERCEIVED INTRUSIVENESS: A COMPARISON BETWEEN PERMISSION-BASE EMAIL AND SPAMMING

摘要

The objective of the current study is to investigate the influence of advertising values and the mediating effectof perceived intrusiveness on consumer attitude and behavioral intention. For comparison, the studydeveloped a scenario-based method for each type of the permission emails and spamming. The result indicatesconsumer perceived higher advertising value on the quality of information, entertainment, and financialreward if communicated via permission emails. Similarly, when the email is found to be a spam, theconsumers will perceive higher level of intrusiveness.