行銷人員運用網際網路及電子郵件，可以提供客製化訊息給個別消費者；而且使用電子郵件僅需花費少量的邊際成本，即可與消費者產生互動。在電子郵件的應用中，許可式行銷（Permission Marketing）可獲得消費者的許可，以個人資料來定義可寄送的內容，而形成許可式郵件與垃圾郵件區分兩者之差異，以降低消費者對廣告信件的抗拒。許可式郵件的應用在理論上雖受到了肯定，但根據消費者的使用經驗卻有不同的解釋。過多的許可式信件在消費者注意力有限時，被認為是「垃圾郵件」（Spam）；此外許可式信件的內容也未必能滿足消費者的需求。基於以上原因，本研究將廣告價值（Advertising Value）和知覺入侵(Perceived Intrusiveness)分別以電子郵件內容和消費者情緒引起機制作為衡量項目；同時以消費者對寄件者的態度(Attitude towards the Senders)和消費者回應(Consumer Response)作為廣告效果的衡量項目，另外又以廣告態度(Attitude towards the Advertising )作為知覺入侵和廣告效果之間的中介變數。經過資料分析，發現知覺入侵對於廣告價值和廣告效果的中介效果。此外，許可式郵件在廣告價值、廣告態度，以及廣告效果上皆優於垃圾郵件，並且使消費者產生較少的知覺干擾；同時消費者對於許可式郵件的回應取決於對寄件者的態度，而對垃圾郵件的回應則決定於對廣告方式的態度。

From the viewpoint of marketing communication, new digital marketing channels, such as those concerned with the Internet and email, are considered to be powerful opportunities to reach consumers by delivering a personalised message with relevant content. With low marginal cost, email presents itself as an effective way to engage customers in dialogue: messages can be tailored to each customer according to his/her stage of the buying process. Email also allows customers to select their own preferences. Permission marketing applied in emails helps marketers to deliver relevant messages to consumers that are different from spam. However, consumer perception suggests that permission for such email is often assumed by an ambiguous evaluation. The perceived advertising value and perceived intrusiveness of such emails (including spam and permission emails) can be assessed by consumers indicating their opinions based on the content and presence of emails by receipting the messages. The goal of Internet advertising is to build brand names and induce consumer response to commercial campaigns and an assessment of consumer attitude towards the senders of such emails has been introduced as a measure of the effectiveness of advertising. Between the relation of perceived intrusiveness and advertising effectiveness, advertising attitude has been adopted as a mediator, as prior research has found it to be a predictor of advertising effectiveness. Besides an investigation into the causal relations between each construct, a comparison between permission email and spam has been conducted in this research. The results supported the hypotheses and demonstrated a difference between spam and permission emails. The results gave evidence to support the theoretical statement and hence, offer keys to implementation to both the theory and management.

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