How location-based advertising elicits in-store purchase

Chih-Hui Shieh · Yingzi Xu · I-Ling Ling

25 citations0/0 files storedJournal of Services Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Market Behavior and Pricing Digital Marketing and Social Media Consumer Retail Behavior Studies

Abstract

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.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 25 citations exist upstream.

References

1988Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence 2007Service-dominant logic: continuing the evolution 1997Customer value: The next source for competitive advantage 2007A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents 1998Constructive Consumer Choice Processes 2002The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions 1982Adding Asymmetrically Dominated Alternatives: Violations of Regularity and the Similarity Hypothesis 1992Choice in Context: Tradeoff Contrast and Extremeness Aversion

Cited by

2021Exploring the fit between mobile application service and application privacy

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.