To click or not to click? A study of the innovation resistance of political emails

Abstract

As a novel technology in the age of information, the Internet has become a fancy vehicle through which campaign messages can be delivered to prospective voters via multiple paths such as websites and emails. However, despite the effort put into making campaign messages as appealing as possible, studies show that the click-through rate of campaign emails remains relatively low. In the past, many studies concerning technology adaptation have focused on the aspect of “innovation diffusion” rather than “innovation resistance”. The aim of this study is to integrate ideas derived from the Technology Acceptance Model, the concepts of innovation resistance and the theory of ad avoidance to find the factors that influence voters' resistance of reading political emails. An online survey was conducted, in which a sample of 1012 voters in the 2009 local election in Taiwan was studied. The results showed that negative impression and perceived interruption were the factors behind people's resistance of politically-related emails. In addition, both of the above factors affected people's attitudes toward opening future political emails.