개인화된 서비스가 인지된 상호작용성 (Perceived Interactivity), 구매의도 및 충성도에 미치는 영향 = The Effect of Personalized Email Messages on Consumers` Perceived Interactivity, Purchase Intention and Loyalty

다국어 초록 (Multilingual Abstract)

This study examines the effect of personalized email service on consumers` perceived interactivity, purchase intention, and loyalty. In particular, we apply two competing theories, namely 1) interactivity theory and 2) optimal stimulation theory. To test the hypotheses, we have manipulated the level of personalized email messages as 1)low personalized email, 2) medium personalized email, and 3) high personalized email. Our experiment supports the optimal stimulation level theory, indicating that the relationships between personalization and purchase intention and loyalty are inverted U shape. That is, as the level of personalization increases from low level to medium level, the perceived interactivity, purchase intention, and loyalty will be enhanced. However, if the level of personalization is more than the optimal level, perceived interactivity is not enhanced anymore, and the purchase intention and loyalty decrease. Our study sheds some rights on marketers who are providing services via personalized services in computer-mediated communication. In addition, this study provides some useful insights in research on new media and related phenomena.

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