Table 2.

1: Summary of Literature Review

REFERENCE OBJECTIVE METHODOLOGY DEPENDENT INDEPENDENT OTHER VARIABLE FINDING

VARIABLE VARIABLE
Hsin, Hamid & To study the - Using Attitude - Quality of - Perceived Values and
Hanudin email questionnaire toward email Information Intrusiveness attitude
(2013) advertisement advertising - Entertainment - Intention towards, and
effectiveness - Financial toward the perceived
and to Rewards senders intrusiveness
investigate the - Consumer of, email
differences response advertising
between significantly
permission- affect
based email consumers’
and behavioural
spamming. dispositions
towards
email
advertising.
Vaughan, To explore the - Online Purchase - Perceived - Overall PEM
Chih & Sarah influence of survey Intention ease of use attitude positively
(2015) permission - Perceived influences
email usefulness the perceived
marketing - Perceived usefulness,
(PEM) on the enjoyment ease of use
perceived - Perceived and
value derived risk enjoyment
from internet derived from
shopping. shopping
online.

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Xi Zhang, To study the - Use Purchase - Customer - Email active
Kumar & effect of email secondary behaviour email open consumers
Koray (2017) responses data are not
toward necessarily
consumer active in
purchase. purchase,
and vice
versa.
Ali, Mahmoud To study - Cross- Behavioural - Entertainment - Credibility Gender
& Grigoriou assesses sectional responses - Information - Attitude moderates
(2017) Middle survey - Irritation - Gender the
Eastern relationship
consumers’ between
belief beliefs and
regarding attitudes, and
attitude and responses to
behavioural email
responses advertising.
towards email
advertising.

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Amit (2018) To show the - Using Consumer - Age - Individuals
demographic online Behaviour - Income with children,
profile of survey - Internet high
individuals experience incomes, and
who shop - Occupation large internet
online for - Education experience
personal - Gender are more
reasons is - Number of likely to shop
different from Children online for
that of those - Geographic personal
who shop for Location purposes
professional and younger
reasons. men with
large internet
experience
are more
likely to shop
for
professional
purposes.

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