Permission email marketing and its influence on online shopping

Vaughan Reimers, Chih Wei Chao, Sarah Gorman

Research output: Contribution to journalArticleResearchpeer-review

27 Citations (Scopus)


Purpose – While the internet has emerged as a retail force to be reckoned with, its’ success is dependent, at least in part, on other promotional tools. One such tool is permission e-mail marketing (PEM). Operating within the framework of the Technology Acceptance Model (TAM), the purpose of this paper is to explore the influence of PEM on the perceived value derived from internet shopping. Design/methodology/approach – Data were collected through an online survey in Melbourne, Australia. Utilising a sample of 338 consumers, the resulting data were analysed using structural equation modelling. Findings – The results of the study indicate that PEM positively influences the perceived usefulness, ease of use and enjoyment derived from shopping online. Furthermore, it also serves to reduce the perceived risk. PEM serves as an important extension of the TAM, with the findings from this study highlighting not only what the sources of online shopping value are, but also how they can be influenced. Research limitations/implications – The limitation applies to the research context in which the study was carried out – fashion shopping. Practical implications – The study confirms the importance of PEM and highlights to retailers that they have another important tool at their disposal. Originality/value – This study highlights the importance of PEM and support the proposition that its key source of value lies in providing information that the consumer wants. Such relevance is the key of distinction between PEM and SPAM. Despite the rapid growth of internet shopping in Australia, very few online shopping studies have been conducted in an Australian context. This study helps to address such an oversight.

Original languageEnglish
Pages (from-to)308-322
Number of pages15
JournalAsia Pacific Journal of Marketing and Logistics
Issue number2
Publication statusPublished - 11 Apr 2016
Externally publishedYes


  • E-commerce
  • Online shopping
  • Permission marketing
  • Technology acceptance model

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