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The Effects of Location-based Mobile Marketing between Push and Pull on Usage Intentions

Chih-Hui Shieh 1 and I-Heng Hsieh 2
1. Department of Marketing and Distribution Management, National Kaohsiung First University of Science and Technology, Kaohsiung, Taiwan
2. Green Technology Research Institute, CPC Corporation, Kaohsiung, Taiwan
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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