Attitudes towards direct marketing, privacy, environment, and trust: Taiwan vs. U.S.

Abstract

In recent years, many U.S. direct marketers have expanded their efforts into Asia. A few studies of consumers’ attitudes towards direct marketing were conducted outside of the United States in order to ascertain their attitudes towards direct marketing, privacy, environmental concerns, and trust issues. International direct marketers must take care to respect these issues before entering new countries, such as Taiwan and other emerging markets. The following article reports the results of a survey done in both the U.S. and Taiwan.

Citation

Lee, M. (2004), "Attitudes towards direct marketing, privacy, environment, and trust: Taiwan vs. U.S.", International Journal of Commerce and Management, Vol. 14 No. 1, pp. 1-18. https://doi.org/10.1108/10569210480000170