| dc.contributor | 廣電系 | |
| dc.creator (作者) | 林翠絹 | zh_TW |
| dc.creator (作者) | Lin, T. T. C. | |
| dc.date (日期) | 2016-02 | |
| dc.date.accessioned | 29-Jun-2017 10:17:25 (UTC+8) | - |
| dc.date.available | 29-Jun-2017 10:17:25 (UTC+8) | - |
| dc.date.issued (上傳時間) | 29-Jun-2017 10:17:25 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/110598 | - |
| dc.description.abstract (摘要) | Increasing adoption of location-based services and smartphones leads to optimistic forecasts for location-based mobile advertising (LBA).This study investigates the development of emerging LBA in Singapore by examining stakeholders’ perspectives and shaping forces in the socio-technical subsystems (i.e., technology, market/industry, and government/regulation). In addition to document analysis, it conducts in-depth interviews with key industry players in the LBA value chain, policy-makers, and smartphone consumers in order to identify drivers and challenges in this nascent mobile business. The socio-technical analyses show that LBA in Singapore is technology-ready with government support and industry pull, while conservative advertisers, negative consumer attitudes, and insufficient regulations hinder LBA`s diffusion. The results reveal that LBA at an early adopter stage in Singapore has a relatively convergent and competitive value chain, as telcos play a crucial part in creating and distributing LBA services. With a newly launched Personal Data Protection Act, smartphone consumers still show concerns about personal privacy, data security, and intrusive spam. Technical implementation and LBA effectiveness are major inhibitors for advertisers` adoption. The Singapore case offers market and regulatory implications for other mobile-advanced countries to develop mobile marketing, location-based services, and LBA. | |
| dc.format.extent | 721539 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Technological Forecast and Social Change, 103, 334-349 | |
| dc.subject (關鍵詞) | LBA;Location-based advertising;Mobile advertising;Socio-technical framework | |
| dc.title (題名) | Developing emerging location-based mobile advertising in Singapore: A socio-technical perspective | |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.1016/j.techfore.2015.06.002 | |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1016/j.techfore.2015.06.002 | |
