초록

용어보기논문에서 용어와 풀이말을 자동 추출한 결과로, 시범 서비스 중입니다. AI-Helper

Abstract ▼ AI-Helper

The researches of Internet media as PR communication tools are still immature even though it is important to clarify how Internet works to influence the mutual beneficial relationship between the corporate and it"s stockholders. Thus, the purpose of this research was to investigate the customer"s ev...

The researches of Internet media as PR communication tools are still immature even though it is important to clarify how Internet works to influence the mutual beneficial relationship between the corporate and it"s stockholders. Thus, the purpose of this research was to investigate the customer"s evaluation of E-mail newsletter in terms of information value, level of habituation, preference, reliability and usage of that. To do so, E-mail newsletters with some survey questions were sent to stockholder through E-mail management system called Web-Stream for six months. Results showed that information value of E-mail newsletter was most highly evaluated by corporate"s stockholders, which means E-mail newsletter was effective between the corporate and it"s stockholders as a PR communication tools and information source. Another results showed that customer"s evaluation toward the level of habituation, preference of E-mail newsletter were relatively higher than reliability, that is, E-mail newsletters were working positively as a CRM tools to manage the relationship between stakeholders but it"s reliability was relatively low. Finally, it is also found that stockholders were more likely to seek information about the stock market through E-mail newsletters and used it as a reference for decision-making process as well.

주제어