使用移动地理围栏的基于位置的营销:从以用户为中心的应用程序开发研究中获得的经验教训

Q3 Business, Management and Accounting

International Journal of Technology Marketing Pub Date : 2023-01-01 DOI:10.1504/ijtmkt.2023.127322

Manuel B. Garcia

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引用次数: 1

摘要

基于位置的营销(LBM)正在成为媒体组合中不可或缺的元素，它可以在最合适的时间和地点向目标受众提供高度个性化的服务。然而，由于缺乏以用户为中心的研究，文献呼吁进行更多的可用性研究。为了填补这一空白，本研究通过以用户为中心、并行迭代的方法，探索了pushapp的开发——一种用于发起LBM活动的地理营销工具。可用性分析表明，这种类型的应用程序受到与安全性、隐私性、广告相关性和通知过载相关的问题的影响。同时，只有绩效预期、努力预期和享乐动机是LBM移动应用的重要因素。这项研究的经验为计划利用LBM策略的营销人员和企业主提供了有价值的见解，他们强调了整合用户输入、确保可用性合规性和符合移动应用程序利用率因素的重要性。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Location-based marketing using mobile geofencing: lessons learned from a user-centred application development research

Location-based marketing (LBM) is becoming an integral element of the media mix for making highly personalised offers to the targeted audience at the most opportune time and place. Yet, the literature calls for more usability studies due to the lack of user-centred research. To fill this gap, this study explores the development of PushMapp - a geomarketing tool for launching LBM campaigns - through a user-centred, parallel-iterative approach. Usability analysis shows that this type of application is affected by issues related to security, privacy, advertisement relevancy, and notification overload. Meanwhile, only performance expectancy, effort expectancy, and hedonic motivation appeared to be the significant factors in an LBM mobile application. Experiences from this study provided valuable insights for marketers and business owners who plan to capitalise on LBM strategies by underscoring the importance of integrating users' input, ensuring usability compliance, and conforming to factors of mobile application utilisation.

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来源期刊

International Journal of Technology Marketing Business, Management and Accounting-Marketing

CiteScore

1.70

自引率

0.00%

发文量

期刊介绍： IJTMkt proposes and fosters discussion on the advancement of marketing practice and theory, with emphasis on technology and technology intensive products. This perspective acknowledges the complexity and importance of linking technology and marketing issues, as well as the necessity of innovatively marketing technology and technology intensive products.