User Acceptance of Location-Based Mobile Advertising

2010 ◽  
Vol 2 (2) ◽  
pp. 35-47 ◽  
Author(s):  
Kiyana Zolfaghar ◽  
Farid Khoshalhan ◽  
Mohammad Rabiei
Keyword(s):  
Technology Acceptance ◽  
Mobile Networks ◽  
Consumer Acceptance ◽  
Location Tracking ◽  
Key Factors ◽  
Effort Expectancy ◽  
And Control ◽  
Potential Customers ◽  
Tracking Technology

Location-based advertising (LBA) opens up new frontiers for marketers to place their advertisements in front of consumers. LBA is a new form of marketing communication that uses location-tracking technology in mobile networks to target consumers with location-specific advertising on their cell phones. It provides more targeted communication and interaction between the marketer and its potential customers. This paper reviews different aspects of LBA advertising and investigates the drivers of consumer acceptance toward it. Achieving this, a research framework is developed to explore the factors influencing consumer intention for using LBA in Iran. Individuals’ responses to questions about intention to accept/use of LBA advertising were collected and analyzed with various factors modified from UTAUT with main constructs of utility expectancy, trust, effort expectancy, and control. While the model confirms the classical role of utility expectancy and effort expectancy as the key factors in technology acceptance, the results also show that users’ behavioral intentions are influenced by trust and their control on ads flow.

User Acceptance of Location-Based Mobile Advertising

2012 ◽  
pp. 59-71 ◽  
Author(s):  
Kiyana Zolfaghar ◽  
Farid Khoshalhan ◽  
Mohammad Rabiei
Keyword(s):  
Technology Acceptance ◽  
Mobile Networks ◽  
User Acceptance ◽  
Key Factors ◽  
Effort Expectancy ◽  
New Form ◽  
And Control ◽  
Potential Customers ◽  
Tracking Technology

Location-based advertising (LBA) opens up new frontiers for marketers to place their advertisements in front of consumers. LBA is a new form of marketing communication that uses location-tracking technology in mobile networks to target consumers with location-specific advertising on their cell phones. It provides more targeted communication and interaction between the marketer and its potential customers. This paper reviews different aspects of LBA advertising and investigates the drivers of consumer acceptance toward it. Achieving this, a research framework is developed to explore the factors influencing consumer intention for using LBA in Iran. Individuals’ responses to questions about intention to accept/use of LBA advertising were collected and analyzed with various factors modified from UTAUT with main constructs of utility expectancy, trust, effort expectancy, and control. While the model confirms the classical role of utility expectancy and effort expectancy as the key factors in technology acceptance, the results also show that users’ behavioral intentions are influenced by trust and their control on ads flow.

scholarly journals Forced Virtuality During COVID-19

2021 ◽  
Vol 65 (4) ◽  
pp. 244-257 ◽  
Author(s):  
Nathalie Schauffel ◽  
Thomas Ellwart
Keyword(s):  
Technology Acceptance ◽  
Behavioral Intention ◽  
Lessons Learned ◽  
Key Factors ◽  
Predictive Values ◽  
Performance Expectancy ◽  
Digital Services ◽  
Technology Acceptance Models ◽  
Effort Expectancy ◽  
First Time

Abstract. Social distancing received top priority during the COVID-19 crisis, resulting in new users of public digital services (PDS) with heterogeneous use motivation. While some users decided to use a PDS voluntarily and independently of COVID-19, others were forced to use PDS because of the COVID-19 lockdown. Based on technology acceptance models, we compared forced users ( N1 = 346) and voluntary users ( N2 = 315) using latent multigroup analysis. First-time users of a PDS ( N = 661) participated in the survey after reporting a crime online to the police. Results showed that forced and voluntary users differed regarding key factors (performance expectancy, effort expectancy, behavioral intention) and antecedents (system trust, ICT self-concept) of technology acceptance with less positive values for forced users. Further, forced users had stronger needs for system trust and usefulness (performance expectancy) than voluntary users, revealing user group-specific predictive values. The lessons learned for PDS design and marketing beyond pandemic times are discussed.

Mobile Coupons: Adoption and Use

2015 ◽  
pp. 204-212
Author(s):  
Te-Lin (Doreen) Chung
Keyword(s):  
Technology Acceptance ◽  
Mobile Devices ◽  
Mobile Communication ◽  
Sales Promotion ◽  
Previous Knowledge ◽  
Technology Acceptance Models ◽  
Mobile Coupons ◽  
Near Future ◽  
Potential Customers

Coupons have been used as a sales promotion tool for several decades. As mobile devices are increasingly becoming consumers' personal companions, the role of coupons is changing. Mobile coupons (i.e., coupons delivered via mobile devices) allow companies to deliver time- and location-specific offers to potential customers. Building on previous knowledge of traditional paper coupons and emerging research in mobile communication adoption, some scholars have applied attitudinal and technology-acceptance models to explore consumers' adoption of mobile coupons. Others have explored the design and mechanism of mobile coupons, or the role of mobile coupons as a unique marketing communication channel. In the near future, as consumers' adoption of mobile communication matures, we can expect research on mobile coupons to grow. The broader influences of this tool on consumer behavior merit further exploration.

scholarly journals The Role Of End-User Training In Technology Acceptance

2008 ◽  
Vol 12 (2) ◽  
pp. 1-8 ◽  
Author(s):  
Bryan Marshall ◽  
Robert Mills ◽  
David Olsen
Keyword(s):  
Technology Acceptance ◽  
Unified Theory ◽  
End User ◽  
Cross Sectional ◽  
User Training ◽  
Performance Expectancy ◽  
Use Of Technology ◽  
Effort Expectancy ◽  
End User Training

The purpose of this paper is to examine the role end-user training has on performance expectancy and effort expectancy, two variables associated with technology acceptance. The technology-based elements of the HIPAA security rules among oral surgeons were used for the study. The method of the investigation was a cross-sectional correlational study using a self-reported mailed questionnaire. The survey was created using preexisting scales from the Unified Theory of Acceptance and Use of Technology. Results suggest end-user training is positively correlated with both performance expectancy and effort expectancy.

scholarly journals On the Role of Computer Software in Management of Financial Risks of Enterprises

2020 ◽  
Vol 5 (3) ◽  
pp. 166
Author(s):  
Xi Xie
Keyword(s):  
Rapid Development ◽  
Computer Software ◽  
Financial Risks ◽  
Key Factors ◽  
Chinese Enterprises ◽  
The Sustainable Development ◽  
Factors Affecting ◽  
And Control ◽  
China’S Economy

<p>With the rapid development of China’s economy, the market environment and economic environment are becoming increasingly complex, along with the increasing financial risks faced by Chinese enterprises. As financial risks are the key factors affecting the development of enterprises, enterprises should pay close attention to them in their daily management, and analyze and control the financial risks in real time, so as to lay foundation for the sustainable development of enterprises. This article mainly introduces the role of computer software in management of financial risks of enterprises. Through analyzing the problems existed, this article puts forward some corresponding solutions.</p>

Morphogenesis of a New Human Herpes-Type Virus Isolate (Sasha Virus)

1973 ◽  
Vol 31 ◽  
pp. 592-593
Author(s):  
R. F. Zeigel ◽  
W. Munyon
Keyword(s):  
Virus Isolate ◽  
Calf Serum ◽  
Uranyl Acetate ◽  
Human Herpes ◽  
Human Embryonic Lung ◽  
Human Herpes Virus ◽  
Intracytoplasmic Inclusions ◽  
Hel Cells ◽  
And Control

In continuing studies on the role of viruses in biochemical transformation, Dr. Munyon has succeeded in isolating a highly infectious human herpes virus. Fluids of buccal pustular lesions from Sasha Munyon (10 mo. old) uiere introduced into monolayer sheets of human embryonic lung (HEL) cell cultures propagated in Eagles’ medium containing 5% calf serum. After 18 hours the cells exhibited a dramatic C.P.E. (intranuclear vacuoles, peripheral patching of chromatin, intracytoplasmic inclusions). Control HEL cells failed to reflect similar changes. Infected and control HEL cells were scraped from plastic flasks at 18 hrs. of incubation and centrifuged at 1200 × g for 15 min. Resultant cell packs uiere fixed in Dalton's chrome osmium, and post-fixed in aqueous uranyl acetate. Figure 1 illustrates typical hexagonal herpes-type nucleocapsids within the intranuclear virogenic regions. The nucleocapsids are approximately 100 nm in diameter. Nuclear membrane “translocation” (budding) uias observed.

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