Abstract—The purpose of this study is to investigate the effects of Location-Based Mobile Marketing (LBMM) between push and pull on usage intentions. We carried out a pretest carefully to confirm the representative variable of Push-LBMM. The pretest based on a between-subjects design. Results indicated that the effects of opt-in and opt-out on usage intentions were significantly different, and opt-in led to higher usage intentions. Therefore, we chose opt-in Push-LBMM to represent Push-LBMM in the formal experiment. We find that Pull-LBMM is associated with higher usage intention as compared to Push-LBMM. We also find that technology acceptance plays a mediating role in the relationship between LBMM and usage intentions. Based on experimental results, theoretical and managerial implications are also discussed.
Index Terms—Location-based Mobile Marketing (LBMM), technology acceptance, usage intension
Cite: Chih-Hui Shieh and I-Heng Hsieh, "The Effects of Location-based Mobile Marketing between Push and Pull on Usage Intentions," Vol. 7, No. 2, pp. 134-139, May, 2016. doi: 10.12720/jait.7.2.134-139
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