政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/157915

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政大機構典藏 > 商學院 > 資訊管理學系 > 期刊論文 > Item 140.119/157915

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/157915

Title:	Evaluation factors for consumers to open mobile positioning function to receive and to click location-based advertising
Authors:	楊亨利 Yang, Heng-Li;Lin, Shiang-Lin
Contributors:	資管系
Keywords:	local-based advertising;consumption value theory;privacy risk;fuzzy AHP;DEMATEL
Date:	2025-09
Issue Date:	2025-07-07 10:17:17 (UTC+8)
Abstract:	Local-based advertising (LBA) service is the newest application of mobile advertising; it can transmit the advertisement concerning consumers' geographical location, and can more effectively achieve the marketing effect. However, LBA service is still a newly emerged mobile application service. As a result, there are not yet many consumers who are willing to enable the positioning function in their mobile devices to receive and click the LBA. Therefore, it would be essential for the future development of LBA services to know what evaluation factors would make the consumers willing to enable the mobile positioning function to receive LBA and to click the received LBA. Accordingly, this study combined FAHP and DEMATEL to conduct a two-phase analysis: 1) the factors evaluated by consumers to receive the LBA; 2) the factors to click for watching the received LBA. The most critical evaluation factors were reported.
Relation:	International Journal of Mobile Communications, Vol.26, No.3, pp.320-353
Data Type:	article
DOI 連結:	https://doi.org/10.1504/ijmc.2025.10067345
DOI:	10.1504/ijmc.2025.10067345
Appears in Collections:	[資訊管理學系] 期刊論文

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