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研究生:張誠仁
研究生(外文):Cheng-jen Chang
論文名稱:增加廣告電子郵件點選率之研究
論文名稱(外文):The Study on Increasing the Click-through Rate of Commercial E-mail
指導教授:賴志超賴志超引用關係
指導教授(外文):Zhi-chao Lai
學位類別:碩士
校院名稱:國立雲林科技大學
系所名稱:應用外語系碩士班
學門:人文學門
學類:外國語文學類
論文種類:學術論文
論文出版年:2003
畢業學年度:91
語文別:英文
論文頁數:161
中文關鍵詞:郵件點選率交換理論電子郵件行銷
外文關鍵詞:click-through rateexchange theorye-mail marketing
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本論文研究目的在於分析影響增加廣告電子郵件點選率的因素。現今在實務上以電子郵件來從事行銷非常普遍,然如何有效運用電子郵件行銷的相關研究卻不多,因此本研究從「點選率」切入,期能提高廣告電子郵件的點選率,以有效提升廣告電子郵件的效能。
  本研究的研究工具為彰化縣警察局發行的電子報,內容採用HTML格式,收件者名單是從台灣最有名的入口蒐尋引擎網站(雅虎奇摩)進入,於「彰化縣」的地區類別註冊的1062個網站中的留言板、討論區上所蒐集。本研究是以實驗設計的方式來進行,共三個自變數(寄件者、郵件主題、個人化),而每個自變數有二個水準,共計有八種處理。所有的統計數據,如描述式統計及三因子變異數分析等,皆以SPSS軟體統計分析後產生。
  本研究結果顯示,彰化縣警察局所發行的電子報中,以公司的名字為寄件人,郵件主題與郵件內容有高度的相關性的郵件產生較高的點選率;此外,以與民眾利害密切相關的資訊為郵件主題,並具有個人化稱謂的郵件,更能有效地提高郵件點率。
本研究作者認為,無論是在警察單位或是一般企業,電子郵件是行銷工作強而有力的工具,而為了有效地推動電子郵件行銷,將研究重點著重在對於郵件點選具有影響力的因素上有其必要性。因為電子郵件能更容易地落實「顧客關係管理」的理念,拉近與顧客之間的距離,增加將潛在顧客變成真正顧客的機會。
The purpose of this study was to analyze the factors of increasing the click-through rate of commercial e-mail. The need of the rationale for the study was based on the need within the e-mail marketing industry as to understand how to take advantage of e-mail as an effective marketing tool since few studies to date have focused on the issue. 800 e-mail addresses were randomly collected for this study on the guestbooks or bulletin boards at up to 1062 websites registering at Yahoo! Kimo (http://tw.yahoo.com) under the category of Chang-hua County. The instrument used for data collection in this study was an experimental design and the newsletter issued by the Chang-hua Police Bureau in HTML format was designed to calculate the click-through rate of the recipients in the study. There were three independent variables tested (sender, subject line and personalization) with 2 levels respectively (8 treatments in total) in the study. All statistics were computed by the Statistical Package for Social Science (SPSS), and descriptive statistics and three-way analysis of variance (three-way ANOVA) were utilized to evaluate the effects of each factor and between factors. The results indicated that the newsletter under a company name with highly relevant subject line could garner a higher CTR, as well as exchanged-based subject line along with personalized salutation. In the opinion of the author, e-mail marketers, either in business or police community, need to focus on influential factors for CTR to set up a good relationship or to boost the chance to turn prospective customers to real ones.
TABLE OF CONTENTS
CHAPTER Page
I. INTRODUCTION……………………………………….…….1
Significance of the Study…………………………………….7
Statement of the Problem……………………………………9
Research Questions………………………………………….9
Limitations…………………………………………………...9
Definition of Terms………………………………………....10
II. LITERATURE REVIEW…………………………………….12
Consumer Behavior and the Internet……………………..12
Social Exchange Theory……………………………………23
Trust Online………………………………………………...28
Customer Relationship Management (CRM)…………….30
Permission Marketing…………………………………...... 36
Opt-in Marketing……………………………………..38
Opt-out Marketing……………………………………38
Spam…………………………………………………..39
Viral Marketing…………………………………………….41
E-mail CopyWriting……………………………………….46
III. METHODOLOGY…………………………………….…….52
Sample………………………………………………………52
Variables………………………………………………….…53
Sender………………………………………………..... .54
Subject Line…………………………………………….55
Personalization………………………………………….55
Instruments…………………………………………………56
Research Hypothesis……………………………………….61
Research Design…………………………………………….61
Statistical Design……………………………………….…...74
IV. RESULTS……………………………………………………..76
Pilot Test…………………………………………………...76
Three-Way ANOVA Examination……………………..84
Results of Pilot Test…………………………………….92
Actual Test…………………………………………………93
Three-Way ANOVA Examination……………………..98
Results of Actual Test…………………………………106
V. SUMMARY, DISCUSSION, AND RECOMMANDATIONS………...107
Summary…………………………………………………107
Discussion………………………………………………...113
Advice to E-mail Marketing Professionals……………..119
Recommendations for Future Research………………..120
REFERENCES………………………….…………………………….122
APPENDICES
A. Newsletter Format and Layout in Pilot Test………………...131
B. Newsletter Format and Layout in Actual Test………………140
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