||Along with the fashion of personal marketing, the traditional print media make a breakthrough by taking the advantage of digital technology to leap over the limitation of time and space. Take eDM as an example, the brand-new advertising technique that arranges bills, expenditure records and other personal information in group with the eDM, results in significant recommendation effect. Meanwhile it eradicates the prejudice that eDM is nothing more than spam and makes the eDM fresh and new! Therefore the recommendation effect appears.|
In the recent years, numbers of marketing researches pay much attention to the classical intimacy theory and put it into applications. Furthermore, the positive effect of personalization is verified by academical researches and business practices. Based on the manipulation of personalization and the theoretical application, this study is objective to confer the recommendation effect of personalized eDM and the mediating effect through intimacy.
A two-stage survey by questionnaires was used with these samples of 490 ordinary consumers which are capable of using E-mail, and data were analyzed using the SPSS and AMOS for statistical tests. The results reveal that 1.the significant factor in influencing on intimacy is the personalization of eDM; 2.the significant factor in influencing on recommendation effect is the intimacy conceived by the eDM reader; 3.in the causal relationship between personalization and recommendation effect, intimacy is indeed an indispensable mediator. In the end, according to the findings, we draw upon some suggestions and limitations for future research.