The Decision of Building Location‐Based Advertising Push Platform

Abstract

Location-based advertising (LBA) service is a new form among current mobile service applications. Research on this latest service and the related adoption strategies and evaluation factors involving enterprises as well as consumers is essential for its further development and promotion. In this research, the Fuzzy AHP was applied to analyze the positive and negative evaluation factors of enterprises` adopting LBS advertising. The analysis result indicated that the top three factors that affect enterprises to build up a platform for push notification LBS advertising are increasing customer flow rate, App development and ads design cost, and improving business awareness and getting product exposure.