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Web Site spill over to email campaigns: The role of privacy, trust and shoppers' attitudes

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  • Cases, Anne-Sophie
  • Fournier, Christophe
  • Dubois, Pierre-Louis
  • Tanner Jr., John F.

Abstract

Email campaign effectiveness is a real challenge for the web industry. According to the literature, privacy concerns, trust and attitude toward a company web site influence consumers' intentions to return to a web site (Chelappa and Pavlou, 2002; Belanger et al., 2002; Eastlick et al., 2006). The objective of this paper is to investigate whether those variables spill over to the email campaign response process. The research framework is an opt-in marketing campaign, with email planned as a loyalty-generating tool and based on a quantitative survey on 330 shoppers of a web retailer. The study results indicated a positive effect of intention to return to the web site on attitudes toward the email campaign; however, consumers' attitude toward a web site had no influence on attitude toward the email campaign in this study. Finally, attitude toward the email campaign had a positive influence on the response process.

Suggested Citation

  • Cases, Anne-Sophie & Fournier, Christophe & Dubois, Pierre-Louis & Tanner Jr., John F., 2010. "Web Site spill over to email campaigns: The role of privacy, trust and shoppers' attitudes," Journal of Business Research, Elsevier, vol. 63(9-10), pages 993-999, September.
    • Handle: RePEc:eee:jbrese:v:63:y::i:9-10:p:993-999
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    Cited by:

    1. Matej Kovač & Vesna Žabkar, 2020. "Do Social Media and E-Mail Engagement Impact Reputation and Trust-Driven Behavior?," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 32(1), pages 9-25.
    2. Tran, Gina A. & Strutton, David, 2020. "Comparing email and SNS users: Investigating e-servicescape, customer reviews, trust, loyalty and E-WOM," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    3. Lorente-Páramo, Ángel J. & Hernández-García, Ángel & Chaparro-Peláez, Julián, 2020. "Influence of cultural dimensions on promotional e-mail effectiveness," Technological Forecasting and Social Change, Elsevier, vol. 150(C).
    4. Kumar, Ashish, 2021. "An empirical examination of the effects of design elements of email newsletters on consumers’ email responses and their purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    5. Rizwan Raheem Ahmed & Dalia Streimikiene & Gerhard Berchtold & Jolita Vveinhardt & Zahid Ali Channar & Riaz Hussain Soomro, 2019. "Effectiveness of Online Digital Media Advertising as A Strategic Tool for Building Brand Sustainability: Evidence from FMCGs and Services Sectors of Pakistan," Sustainability, MDPI, vol. 11(12), pages 1-40, June.
    6. Iacob Catoiu & Mihai Orzan & Octav-Ionut Macovei & Claudia Iconaru, 2014. "Modelling Users` Trust in Online Social Networks," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 16(35), pages 289-289, February.
    7. Lorente Páramo, Ángel José & Hernández García, Ángel & Chaparro Peláez, Julián, 2021. "Modelling e-mail marketing effectiveness – An approach based on the theory of hierarchy-of-effects," Cuadernos de Gestión, Universidad del País Vasco - Instituto de Economía Aplicada a la Empresa (IEAE).
    8. Martin, Kirsten, 2018. "The penalty for privacy violations: How privacy violations impact trust online," Journal of Business Research, Elsevier, vol. 82(C), pages 103-116.
    9. Kirsten Martin, 2016. "Understanding Privacy Online: Development of a Social Contract Approach to Privacy," Journal of Business Ethics, Springer, vol. 137(3), pages 551-569, September.
    10. Wu, Jih-Hwa & Wu, Chih-Wen & Lee, Chin-Tarn & Lee, Hsiao-Jung, 2015. "Green purchase intentions: An exploratory study of the Taiwanese electric motorcycle market," Journal of Business Research, Elsevier, vol. 68(4), pages 829-833.
    11. Grosso, Monica & Castaldo, Sandro & Li, Hua (Ariel) & Larivière, Bart, 2020. "What Information Do Shoppers Share? The Effect of Personnel-, Retailer-, and Country-Trust on Willingness to Share Information," Journal of Retailing, Elsevier, vol. 96(4), pages 524-547.
    12. Thaichon, Paramaporn & Lobo, Antonio & Prentice, Catherine & Quach, Thu Nguyen, 2014. "The development of service quality dimensions for internet service providers: Retaining customers of different usage patterns," Journal of Retailing and Consumer Services, Elsevier, vol. 21(6), pages 1047-1058.
    13. Bartikowski, Boris & Singh, Nitish, 2014. "Should all firms adapt websites to international audiences?," Journal of Business Research, Elsevier, vol. 67(3), pages 246-252.
    14. Wu, Chih-Wen, 2015. "Foreign tourists' intentions in visiting leisure farms," Journal of Business Research, Elsevier, vol. 68(4), pages 757-762.

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