The role of cognitive absorption in the experienced users' behaviour towards e-mail advertisements
by Alagirisamy Kamatchi Subbiah Sukumaran
International Journal of Business Information Systems (IJBIS), Vol. 39, No. 1, 2022

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.

Online publication date: Tue, 18-Jan-2022

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