A Study of E-mail Marketing: Why Do People Read and Forward E-mail?

  • Hsi-Pen Lu
  • Hsin-Chiau Fu
  • Chia-Hui Yen

Nowadays, e-mail is one of the most popular Internet applications and has become a useful marketing tool. However, e-mail marketing should be thought ineffectiveness due to the rampancy of spams. In order to explore the underlying phenomenon of e-mail marketing strategy, this study based on Theory of Reasoned Action (TRA) and TRA Chain to investigate what factors affect people who read and forward e-mail. Specifically, perception of receivers and e-mail subjects are hypothesized to have positive effect on attitude to read, which in turn have a significant influence on intention to read. Moreover, intention to read, e-mail content, and motivation of sharing all have positive effect on intentition to forward. Web-based survey was conducted and 309 questionnaires were collected. The results reveal the good predictors to influence people who read and forward e-mail. Finally, gender influences one’s attitude and intention toward forwarding e-mail. Further, this study provides e-mail marketing strategies and offers suggestions focused on different gender for marketing managers.


Research Model Reading Attitude Viral Marketing Underlying Phenomenon Marketing Executive 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


Unable to display preview. Download preview PDF.

Unable to display preview. Download preview PDF.


  1. Chang CJ (2003 ) The study on increasing the click-through rate of commercial E-mail (in Chinese). Master degree thesis, National Yunlin University of Science and Technology.Google Scholar
  2. Chittenden L and Rettie R (2003) An evaluation of e-mail marketing and factors affecting response. Journal of Targeting, Measurement and Analysis for Marketing 11:203-217.CrossRefGoogle Scholar
  3. Fishbein M and Ajzen I (1975) Belief, attitude, intention and behavior: an introduction to theory and research. Reading (MA), Addision-Wesley.Google Scholar
  4. Godin S (2001) Unleashing the Ideavirus. Do you zoom, New York.Google Scholar
  5. Hoffman DL (2000) The revolution will not be televised: Introductionto the special issue on marketing science and the Internet, Marketing Science 19(1): 1-3.CrossRefGoogle Scholar
  6. Kaikati A and Kaikati J (2004) Stealth marketing: How to reach consumers sur-reptitiously, California Management Review 46(4): 6-22.Google Scholar
  7. Lee HC (2001) A study on forwarding behaviors among e-mail users (in Chinese). Master degree thesis, Tamkang University.Google Scholar
  8. Liao CW (2004) The research on relationship between contents perception, forms and forwarded intention, retained intention of em ail (in Chinese). Master degree thesis, National Taiwan University of Science and Technology.Google Scholar

Copyright information

© Springer Science+Business Media, LLC 2007

Authors and Affiliations

  • Hsi-Pen Lu
  • Hsin-Chiau Fu
  • Chia-Hui Yen

There are no affiliations available

Personalised recommendations