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

Authors: Alagirisamy Kamatchi Subbiah Sukumaran

Addresses: Formerly: School of Management, SASTRA University, Thanjavur, India

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.

Keywords: e-mail advertisements; cognitive absorption; product information; frequent internet users; financial rewards; perceived intrusion.

DOI: 10.1504/IJBIS.2020.10025396

International Journal of Business Information Systems, 2022 Vol.39 No.1, pp.116 - 132

Received: 20 Nov 2018
Accepted: 06 Jul 2019

Published online: 18 Jan 2022 *

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