University of Twente Student Theses
Understanding E-Mail Pressure: Exploring Consumer Behaviour and Identifying Consumer Segments
Gent, J.M. van (2023) Understanding E-Mail Pressure: Exploring Consumer Behaviour and Identifying Consumer Segments.
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| Abstract: | Commercial businesses desire to send out as many advertising e-mails as possible to generate revenue. This approach leads to e-mail pressure, which is the stress and frustration consumers experience when receiving an overload of e-mails. Previous work has studied either consumers’ behaviour or general attitudes towards advertising e-mails. This thesis bridges the gap between consumers’ behaviour and perceptions of e-mail pressure. The first study, a focus group study, investigated consumers' perspectives on e-mail pressure and explored both consumer behaviour with e-mail pressure and the role of e-mail content. Consumers experiencing e-mail pressure were found to show this by opening and reading fewer advertising e-mails from a single sender, and by unsubscribing from future e-mails. In the second study, consumers were segmented into four groups based on consumer behaviour related to advertising e-mails and e-mail pressure. The findings demonstrate the existence of differences between consumer segments in their behaviour with advertising e-mails and e-mail pressure. Additionally, the studies demonstrate the existence of differences in how e-mail content affects consumers’ perception of e-mail pressure. The findings of the thesis research enable commercial businesses to recognize e-mail pressure. Recommendations on how to prevent e-mail pressure were given for the identified consumer segments. |
| Item Type: | Essay (Master) |
| Clients: | Building Blocks, Tilburg, The Netherlands |
| Faculty: | EEMCS: Electrical Engineering, Mathematics and Computer Science |
| Subject: | 01 general works |
| Programme: | Interaction Technology MSc (60030) |
| Link to this item: | https://purl.utwente.nl/essays/96954 |
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