The location-based advertising utilizes location-tracking technology to provide users commercial information according to the locations of their mobile devices. This study discussed impact factors on audience¡¦s attitudes toward the location-based advertising. The results of the survey found that entertainment, personalization, privacy concerns, types of advertising and situational context significantly influenced on consumers¡¦ attitudes. The results indicate some implications for future research and marketers.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0708109-140710 |
| Date | 08 July 2009 |
| Creators | Liu, Li-kuan |
| Contributors | Jih-Hua Wu, Ya-Ching Lee, Ching-Ning Wang, |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0708109-140710 |
| Rights | campus_withheld, Copyright information available at source archive |
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