Permission email marketing and its influence on online shopping

Vaughan Reimers ( Federation University Churchill Australia )
Chih-Wei Chao ( The University of Newcastle Callaghan Australia )
Sarah Gorman ( Monash University Churchill Australia )

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Publication date: 3 March 2016



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 email marketing (PEM). Operating within the framework of the Technology Acceptance Model (TAM), this study explores the influence of PEM on the perceived value derived from Internet shopping.


Data were collected through an online survey in Melbourne, Australia. Utilising a sample of 338 consumers, the resulting data was analysed using structural equation modelling.


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.


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.


Reimers, V., Chao, C. and Gorman, S. (2016), "Permission email marketing and its influence on online shopping", Asia Pacific Journal of Marketing and Logistics, Vol. 28 No. 2.

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