How location-based advertising elicits in-store purchase
| Autor: | Chih-Hui Shieh, I-Ling Ling, Yingzi Xu |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
Marketing
Shopping mall 05 social sciences Services marketing Advertising 02 engineering and technology Location-based advertising Dominance (economics) 020204 information systems 0502 economics and business 0202 electrical engineering electronic engineering information engineering 050211 marketing Time consciousness Business Coupon |
| Zdroj: | Journal of Services Marketing. 33:380-395 |
| ISSN: | 0887-6045 |
| Popis: | Purpose This paper aims to investigate how location-based advertising (LBA) elicits in-store purchase intention. To deepen the understanding of LBA’s effect on consumers’ purchase decision, the research examines the role of consumers’ time consciousness in click intention in pull or opt-out LBA approaches. The study also explores how consumers react to LBA with an asymmetric dominance decoy versus a compromise decoy message. Design/methodology/approach Two field experiments were conducted, and a total of 363 volunteers within 3 km of a shopping mall participated. The participants were asked to turn on their global positioning system and then informed that a convenience store was planning to launch a mobile coupon subscription service. Data collected were analysed using analysis of variance, regression analysis, bootstrapping and spotlight tests. Findings The results demonstrate that consumers had a higher intention to click pull LBA than to click opt-out push LBA. Consumers with high time-consciousness had greater click intentions for pull LBA than for opt-out push LBA. Consumers with low time-consciousness, however, showed no difference in click intention for either LBA approach. Further, click intention mediates the effect of LBA on in-store purchase intention, and the asymmetric dominance decoy message is a more powerful strategy for LBA to increase the likelihood of in-store purchase. Originality/value This research provides insight into location-based services marketing by revealing how time-consciousness and decoy promotional messages affect consumers’ reaction to LBA and in-store purchase intentions. The findings offer practical suggestions for retailers on how to reach and engage with consumers more effectively through the use of LBA. |
| Databáze: | OpenAIRE |
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