studies

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

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

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!

Seminar Meeting 2012.4.19

Seminar Meeting 2012.4.19

Welcome to the second seminar class of spring 2012!

Ready?

Agenda

  1. Introductory message by Professor Mitomo
  2. Presentations by fourth semester Master’s students: Lee, Scheath
  3. Practical issues and Closing

1.  Introductory message by professor

Today’s agenda

Job opportunities for seminar students

2. Presentations (2)

I. Analysis of Mobile Spectrum Assignment Policy in Korea (Lee, Chung Sol)

Background to spectrum allocation via auction in Korea in August 2011
Literature review: Why auction the spectrum? Advantages.
Literature review specifically for the 2011 auction in Korea
Research question and hypothesis
Methodology and Structure
References
Comments / Questions:

  • In what aspects will the case comparison take place? This also ties in to some general vagueness issues.
  • Are the cases selected really comparable? It may be better to look for other cases that were held in the same time frame and bear more similarities to the Korean case.
  • Investigate the auction in more detail, and then extend the comparison to another country’s case, and possibly re-phrase the research question and hypothesis

II. Feasibility and Cost-Benefit of Implementing LIMS in a pathology laboratory (a case in Calmette Hospital, Cambodia), Ly Scheath

Background
Reasons for current study
Thesis objectives
Research Question
Research Methods and Procedures
Significance
LIMS available and Costs and Benefits
Questions / Comments:

  • Will the human cost be included in the CBA? (training etc.) Special attention should be paid to fixing the time frame of CB calculation.
  • How will system benefits be evaluated? (reliability, effectiveness, and efficiency)
  • It may be worthwhile try to find past case studies in related literature.
  • Do not focus purely on CBA, but on the form and level of the benefit itself. [List all possible benefits]

3. Practical issues and Closing

The seminar for the fourth semester students will be held after the regular Master’s seminar in the same room (#316)

In the next seminar meeting, Elaine, Maria, and Film will present their MA thesis plans/progress.

This week’s notes were kept by Maria. Note-keeper for  next week will be Riyung.

Lee will be responsible for setting up the equipment before the seminar class [computer, projector, and extension cord should be taken from the professor’s office and projection screen from the 7th floor]

About the web-page

Four new students have joined the seminar. It is requested that one of them at least offer to take over administrator responsibilities from Film, as he will be graduating this semester.

About the welcome party

Date of the welcome party: Thursday, May 17th, 7-9pm

Cost: ~3500¥/person. There are two potential places for the welcome party for new students, one close to Takadanobaba station and the other in Shinjuku. More information on the event will be sent to the mailing list.