Consumers’ Attitudes Toward Direct Marketing and Purchase Intentions: An Empirical Investigation
Journal of Interactive Marketing
Researchers have suggested that attitudes toward the three elements of direct marketing such as source, mode, and response channel, play a significant role in influencing consumers' intentions to purchase directly marketed products. This study (a) examines and provides support for the influence of consumers' attitudes on purchase intentions, and (b) presents future research directions and managerial implications.
Akhter, Syed and Durvasula, Srinivas, "Consumers’ Attitudes Toward Direct Marketing and Purchase Intentions: An Empirical Investigation" (1991). Marketing Faculty Research and Publications. 241.