在垃圾郵件猖獗的今日，電子郵件行銷的策略愈顯重要。為了使每封寄出的電子郵件有意義，必須真正瞭解影響使用者閱讀及轉寄的相關因素，如此才能真正達到行銷的目的。因此，本研究主要目的為二：（1）瞭解影響電子郵件使用者閱讀電子郵件意願的因素。（2）瞭解電子郵件使用者決定將電子郵件轉寄出去的影響因子。（3）影響閱讀及轉寄的因素是否會因性別而有所差異。
本研究提出TRA Chain的模式，探討不同人對不同郵件閱讀既而轉寄的意圖影響因子，包括收件者認知（寄件者關係、知覺風險、許可度）、信件標題特質（吸引力、娛樂性、資訊性）、信件內容特質（吸引力、娛樂性、資訊性）及分享動機（自利、互利、利他）。
本研究以目前台灣最大之bbs站－「PTT」，以及雲科大bbs社團討論區之網友為取樣調查對象，有效回收樣本309份。經分析結果，在學術上本研究所提之TRA Chain解釋能力良好，另以不同性別之電子郵件使用者進行分群分析，發現男性與女性對於電子郵件之態度及轉寄意圖有所不同。在實務經營上，讓電子郵件行銷者瞭解郵件行銷的正確方式，及針對不同性別所應採取的不同策略。

The strategies of E-mail marketing’ seem to be more important nowadays due to the rampant of spams. To make sure that every email is meaningful to receivers and increase the willingness of users to forward email. We have to explore user’s preference of reading email and understand the reasons of forwarding letter, thus, the spams can be reduced. This study is to explore how to send email effectively and reduce spam. Therefore, the purposes of this study are,（1）to investigate the determinants of deciding to read email by receivers.（2）to explore the factors that affect receivers to read email and forward it after reading. (3) The influence reads and forwards whether the factor can have a difference because of the gender.
This study is adopted from TRA (The Theory of Reasoned Action) and purpose TRA Chain to explore that what factors affect people reading and forwarding. We conduct four dimensions including perception of receivers（Relationship, Perceived Risk, Permission）, subject’ feature of mail（Attraction, Entertainment, Informativeness）, content’ feature of mail（Attraction, Entertainment, Informativeness）, and motivation of sharing（mutually beneficial, individualism, altruism）as the research framework and classified users into males and females.
Three hundred and nine samples were collected from two of the popular BBS（PTT and NYUST）. After analyzing, the results reveal that intention influence intention as a TRA Chain can explain most factors sufficiently. Also, gender influences attitudes and intentions toward forwarding E-mail. Further, this study provides strategies of E-mail marketing, and offers suggestions for different gender.

中文部份
碩博士論文
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 書籍
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