The effect of mobile retailing on consumers' purchasing experiences

https://cronfa.swan.ac.uk/Record/cronfa44244/Download/0044244-15092018180057.pdf

Using privacy calculus theory to explore entrepreneurial directions in mobile location-based advertising: Identifying intrusiveness as the critical risk factor

Handheld and wearable smart devices have enabled augmented reality (AR) technologies (ART), including AR hypermedia (ARH) print ads, in which mobile smart devices act as viewfinders to superimpose virtual, hyperlinked, 2-D images over traditional print ads. This study utilizes eight constructs—attitude toward the ad (Aad), informativeness, entertainment, irritation, advertising value, time–effort, novelty, and ad effectiveness—to compare consumer response to three different ad formats, a traditional print ad, a quick response (QR) code hypermedia (QRH) print ad, and an ARH print ad. Results showed the ARH print ad was preferred, yielding higher perceptions of informativeness, novelty, and effectiveness; whereas the QRH print ad resulted in higher irritation; and the traditional print ad resulted in higher time–effort. Theoretical and managerial recommendations are offered based on these findings.

Augmented Reality Marketing: Consumer Preferences and Attitudes Toward Hypermedia Print Ads

In recent years, the smart phone equipped with advanced mobile applications such as convenient and easy access to the Internet has become an essential tool for the multitasking era, recently termed the M-era. How we can understand customers' needs and gaps and subsequently satisfy these needs and lessen these gaps by creating a high value-added product to enhance customer satisfaction and increase the benefits to, and the competitive advantage of, enterprises? This study proposes a smart phone improvement for promoting the product value to satisfy the customers' needs with a hybrid MCDM model, which combines the DANP (DEMATEL-based ANP) and VIKOR. The DANP can establish an influential network relation map (INRM) to analyze interrelationship among dimensions/criteria by using the DEMATEL technique and then can measure the influential weights by combining the basic concept of the ANP. Furthermore, the VIKOR combining the influential weights in each criterion can integrate into each dimensional and overall evaluation based on the INRM to improve the gaps for achieving aspiration level and can enhance their competitive advantage in the smart phone market by lessening the gaps related to mobile convenience, thus creating a high value-added mobile phone product.

https://ir.nctu.edu.tw:443/bitstream/11536/24178/1/000333778000032.pdf

Exploring smart phone improvements based on a hybrid MCDM model

Smartphones are a growing marketing platform whose increasing popularity affects tourism by helping tourists communicate and share information while traveling. Considering the growing significance of smartphones in tourism and hospitality, this study analyzed 104 articles related to smartphones that were published in academic journals and papers presented at conferences from the perspective of both marketers and consumers. The number of studies on smartphones was found to have increased between the years 2000 and 2013. In particular, the number of studies focused on the consumer perspective was larger than that focused on the marketer perspective. This paper contributes to academic research by identifying areas that lack emphasis and providing an agenda for future research.

Catherine Watson

Papers

Consumer attitudes towards mobile marketing in the smart phone era