An Exploration of Clicking-on LBA Decision

Location-based advertising (LBA) is a mobile phone service to apply customers' geographic location to provide suitable advertisement. This service can help users get more real-time and useful local advertising information. But would consumers click on and watch LBA further? To answer this question, this study applied the AHP combined with fuzzy theory to explore “the main evaluated factors while consumers receiving LBS advertisements”. The results indicated that in terms of dimensions, “contents of ads” is most important, followed by “quality of ads” and “concerns for privacy”. In terms of factors, “experience or trial information”, “sale information”, “easy-to-read contents”, “e-coupon”, “travel records” and “graphic ads” are the top six evaluated factors. The findings are useful not only for LBA providers to design and manage their advertising practices but also for consumers to understand the critical factors.