A Cross-Cultural Comparison of Perceptions toward Personalized E-mail Advertising : Korea and the United States

목차 (Table of Contents)

• 1. Background
• 2. Literature Review
• 1) Definition of Personalized Advertising in this Study
• 2) Incredible Increase of Personalized Advertising in Korea and the U.S.
• 3) Optimism: Positive View toward the Effects of Personalized Advertising
• 4) Skepticism: Negative Perspective toward the Effects of Personalized Advertising
• 5) Advantage from Personalization and the Concerns about Violating Privacy:Companies’ Dilemma
• 6) Cultural Differences, Personalized E-mail Advertising, and the Hypotheses
• 3. Method
• 4. Results
• 1) H1: American consumers’ general attitudes toward personalized e-mail advertising aremore favorable than those of Korean consumers
• 2) H2: American consumers’ actual responses to personalized e-mail advertising aremore favorable than those of Korean consumers
• 3) H3: American consumers’ attitudes toward the brand advertised in personalized e-mailadvertising are more favorable than those of Korean consumers.
• 5. Discussion
• 1) Privacy: American Consumers’ Major Concern Regarding Personalized E-mail Advertising
• 2) Korean Consumers’ Less Negative Attitudes toward Personalized Advertising: ExtremePopularity of the Internet
• 6. Limitations and Suggestions for Future Study
• REFERENCES
• 국문초록