Proximity marketing and Bluetooth beacon technology: A dynamic mechanism leading to relationship program receptiveness

Marta Yuan Chen Lin, Tessa Tien Nguyen, Edward Ying Lun Cheng, Angelina Nhat Hanh Le, Julian Ming Sung Cheng

研究成果: 雜誌貢獻期刊論文同行評審

6 引文 斯高帕斯(Scopus)

摘要

Bluetooth beacon technology (BBT) is expected to enhance the evolution of proximity marketing by fostering customers’ reception of relationship marketing programs. Unfortunately, this evolution has not progressed as anticipated due to deficient comprehension of consumer cognition, evaluation, and receptiveness behaviors. Drawing on mainly Equity theory and the theory of Reasoned Action, this research proposes a three-level framework to investigate the focal forces and underlying processes related to consumer receptiveness of proximity BBT-based relationship programs. The data are collected in Taipei, Taiwan. The findings suggest the inhibiting and promoting roles of permission-triggered privacy concerns and social presence, respectively, in explaining variations in the consumer receptiveness of relationship programs. Moreover, innovation security, which includes perceived risk and technology anxiety, as well as frugality are confirmed to contribute to the increase in privacy concerns. Also, social presence is proven to mitigate the effect of innovation security on privacy concerns.

原文???core.languages.en_GB???
頁(從 - 到)151-162
頁數12
期刊Journal of Business Research
141
DOIs
出版狀態已出版 - 3月 2022

指紋

深入研究「Proximity marketing and Bluetooth beacon technology: A dynamic mechanism leading to relationship program receptiveness」主題。共同形成了獨特的指紋。

引用此