Consumers’ Adoption and Acceptance on Location-based Advertising (2012/10/18)

Weekly Summary

This post gives a summary of Milliya’s presentation — Consumers’ Adoption and Acceptance on Location-based Advertising: An Explorative Study in Tokyo

Along with the evolution of mobile communication and the population of Global Positioning System(GPS), Location-Based Services(LBS) have attracted considerable attention due to its ability to create timely and personalized information for users to make optimized decisions. With its unique features, LBS has been widely applied in many fields from emergency, navigation, entertainment, social, and so on geo-content related services. The value of LBS is unquestionable; a Microsoft report shows that LBS give users more control to help reduce concerns, and Location-based advertising(LBA) can motivate consumers to take action. However, being one of newest technologies and marketing strategies, LBS still lacks of related studies, especially in Eastern countries.

The value of LBS is unquestionable and there is considerable interest in understanding factors that influence adoption of mobile services(Okazaki 2005). My research questions are listed below:

  • How user perceives the value of LBA?
  • Which factors affects the acceptance on LBA?
  • Which factors affect the intention to use LBA?

The research aims to understand how consumers’ attitude towards LBS affects their adoption and acceptance. Furthermore, to explore how consumers’ attitude towards LBS affects their acceptance and intention behavior on LBA. By employing the Theory of Reasoned Action (TRA) model, the study analyzes consumers’ perceived value on LBS and LBA, and identify influencing factors and relation between LBS and LBA. The research adopts quantitative method to obtain users information, and analyze it supported with literature reviews. Here is the first draft model:

A quantitative research will be conducted to collect data. The survey will be conducted in Tokyo, Japan. The content will be translated into both Japanese and English.

Thank you!

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