The consideration factors of adopting location-based advertising push platform

Abstract

The location-based advertising (LBA) service has gradually become a new advertising strategy for merchants. However, an emerging service will be widely adopted after the demands and expectations to the service are well comprehended to prevent the potential risk of adopting this service. In light of this, referring to the framework of technology-organisation-environment, the theory of diffusion on innovation, and the advertising effectiveness, this study categorised five consideration dimensions and 23 factors, and applied fuzzy analytic hierarchy process (FAHP) and collocated with decision-making trial and evaluation laboratory (DEMATEL) to analyse the considered factors when merchants assessing to migrate LBA push platforms. The results indicate that increasing profit, increasing customer flow rate, and improving flexibility for real-time promotion are the top three critical factors for merchants. Besides, the factors of obtaining exposure for product/service, increasing ad click-through rate, and prompting more customers to get membership do have high interrelationships with other factors.