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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/152339


    Title: The consideration factors of adopting location-based advertising push platform
    Authors: 楊亨利
    Yang, Heng-Li;Lin, Shiang-Lin
    Contributors: 資管系
    Keywords: local-based advertising;advertising effectiveness;IT adoption;fuzzy analytic hierarchy process;FAHP;decision making trial and evaluation laboratory
    Date: 2023-09
    Issue Date: 2024-07-17
    Abstract: The location-based advertising (LBA) service has gradually become a new advertising strategy for merchants. However, an emerging service will be widely adopted after the demands and expectations to the service are well comprehended to prevent the potential risk of adopting this service. In light of this, referring to the framework of technology-organisation-environment, the theory of diffusion on innovation, and the advertising effectiveness, this study categorised five consideration dimensions and 23 factors, and applied fuzzy analytic hierarchy process (FAHP) and collocated with decision-making trial and evaluation laboratory (DEMATEL) to analyse the considered factors when merchants assessing to migrate LBA push platforms. The results indicate that increasing profit, increasing customer flow rate, and improving flexibility for real-time promotion are the top three critical factors for merchants. Besides, the factors of obtaining exposure for product/service, increasing ad click-through rate, and prompting more customers to get membership do have high interrelationships with other factors.
    Relation: International Journal of Information Systems and Change Management, Vol.13, No.3, pp.209-233
    Data Type: article
    DOI link: https://doi.org/10.1504/IJISCM.2023.133358
    DOI: 10.1504/IJISCM.2023.133358
    Appears in Collections:[Department of MIS] Periodical Articles

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