政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/152339

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | 全文笔数/总笔数 : 113484/144471 (79%)
造访人次 : 51402166 在线人数 : 935

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

政大機構典藏 > 商學院 > 資訊管理學系 > 期刊論文 > Item 140.119/152339

请使用永久网址来引用或连结此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/152339

题名:	The consideration factors of adopting location-based advertising push platform
作者:	楊亨利 Yang, Heng-Li;Lin, Shiang-Lin
贡献者:	資管系
关键词:	local-based advertising;advertising effectiveness;IT adoption;fuzzy analytic hierarchy process;FAHP;decision making trial and evaluation laboratory
日期:	2023-09
上传时间:	2024-07-17
摘要:	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.
關聯:	International Journal of Information Systems and Change Management, Vol.13, No.3, pp.209-233
数据类型:	article
DOI 連結:	https://doi.org/10.1504/IJISCM.2023.133358
DOI:	10.1504/IJISCM.2023.133358
显示于类别:	[資訊管理學系] 期刊論文

文件中的档案:

档案	描述	大小	格式	浏览次数
index.html		0Kb	HTML	81	检视/开启

在政大典藏中所有的数据项都受到原著作权保护.

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

数据加载中.....