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The role of cognitive absorption in the experienced users' behaviour towards e-mail advertisements

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  • Alagirisamy Kamatchi Subbiah Sukumaran

Abstract

The study provided a theoretical model on the experienced user's behaviour towards e-mail advertisements by positing that cognitive absorption is a key determinant of the frequent internet user's behavioural belief set consisting of product information, financial rewards and, perceived intrusiveness. The product information and the financial incentives positively influenced the user to respond to the e-mail advertiser. However, perceived intrusiveness did not disturb the response of the experienced user towards the e-mail advertisements, supporting the findings of the previous studies that the experienced online users behaved differently and responded favourably to internet usage as they were more in control with the system.

Suggested Citation

  • Alagirisamy Kamatchi Subbiah Sukumaran, 2022. "The role of cognitive absorption in the experienced users' behaviour towards e-mail advertisements," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 39(1), pages 116-132.
    • Handle: RePEc:ids:ijbisy:v:39:y:2022:i:1:p:116-132
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