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

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 118405/149442 (79%)
Visitors : 78393632 Online Users : 6

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

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

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

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	183	View/Open

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.

Loading...