The Effect of Location-Based Mobile Marketing Type on Usage Intention

• Main Authors: Yu-Wen Hsu, 徐鈺雯
• Other Authors: 謝致慧
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/9vjnv4

碩士 === 國立臺中科技大學 === 流通管理系碩士班 === 102 === This study examined the effects of Location-Based Mobile Marketing (LBMM) type on usage intention, and investigated the moderating effect of Privacy Self-Effect (PSE) and Primary Mobile Consumer Segment. In the experiment1, the finding showed that the Pull-LBMM influences usage intention more than Push-LBMM. In the experiment 2, the result indicated that the Millennials have a higher usage intention to the Push-LBMM; The Road Warriors have a higher usage intention to the Pull-LBMM; The Concerned Parents have a higher usage intention to the Push-LBMM. In the experiment 3, the result indicated that regardless of the level of Privacy Self-Efficacy of consumers, the usage intention of Pull-LBMM is higher than Push-LBMM. Under the Pull-LBMM condition that have a stronger usage intention to the high PSE rather than low PSE. These results have important theoretical and practical implications.