| dc.contributor | 資管系 | |
| dc.creator (作者) | 楊亨利 | |
| dc.creator (作者) | Yang, Heng-Li;Lin, Shiang-Lin | |
| dc.date (日期) | 2025-09 | |
| dc.date.accessioned | 7-Jul-2025 10:17:17 (UTC+8) | - |
| dc.date.available | 7-Jul-2025 10:17:17 (UTC+8) | - |
| dc.date.issued (上傳時間) | 7-Jul-2025 10:17:17 (UTC+8) | - |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/157915 | - |
| dc.description.abstract (摘要) | Local-based advertising (LBA) service is the newest application of mobile advertising; it can transmit the advertisement concerning consumers' geographical location, and can more effectively achieve the marketing effect. However, LBA service is still a newly emerged mobile application service. As a result, there are not yet many consumers who are willing to enable the positioning function in their mobile devices to receive and click the LBA. Therefore, it would be essential for the future development of LBA services to know what evaluation factors would make the consumers willing to enable the mobile positioning function to receive LBA and to click the received LBA. Accordingly, this study combined FAHP and DEMATEL to conduct a two-phase analysis: 1) the factors evaluated by consumers to receive the LBA; 2) the factors to click for watching the received LBA. The most critical evaluation factors were reported. | |
| dc.format.extent | 106 bytes | - |
| dc.format.mimetype | text/html | - |
| dc.relation (關聯) | International Journal of Mobile Communications, Vol.26, No.3, pp.320-353 | |
| dc.subject (關鍵詞) | local-based advertising; consumption value theory; privacy risk; fuzzy AHP; DEMATEL | |
| dc.title (題名) | Evaluation factors for consumers to open mobile positioning function to receive and to click location-based advertising | |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.1504/ijmc.2025.10067345 | |
| dc.doi.uri (DOI) | https://doi.org/10.1504/ijmc.2025.10067345 | |
