TY  - JOUR
AB  - Purpose This paper aims to investigate how location-based advertising (LBA) elicits in-store purchase intention. To deepen the understanding of LBA’s effect on consumers’ purchase decision, the research examines the role of consumers’ time consciousness in click intention in pull or opt-out LBA approaches. The study also explores how consumers react to LBA with an asymmetric dominance decoy versus a compromise decoy message.Design/methodology/approach Two field experiments were conducted, and a total of 363 volunteers within 3 km of a shopping mall participated. The participants were asked to turn on their global positioning system and then informed that a convenience store was planning to launch a mobile coupon subscription service. Data collected were analysed using analysis of variance, regression analysis, bootstrapping and spotlight tests.Findings The results demonstrate that consumers had a higher intention to click pull LBA than to click opt-out push LBA. Consumers with high time-consciousness had greater click intentions for pull LBA than for opt-out push LBA. Consumers with low time-consciousness, however, showed no difference in click intention for either LBA approach. Further, click intention mediates the effect of LBA on in-store purchase intention, and the asymmetric dominance decoy message is a more powerful strategy for LBA to increase the likelihood of in-store purchase.Originality/value This research provides insight into location-based services marketing by revealing how time-consciousness and decoy promotional messages affect consumers’ reaction to LBA and in-store purchase intentions. The findings offer practical suggestions for retailers on how to reach and engage with consumers more effectively through the use of LBA.
VL  - 33
IS  - 4
SN  - 0887-6045
DO  - 10.1108/JSM-03-2018-0083
UR  - https://doi.org/10.1108/JSM-03-2018-0083
AU  - Shieh Chih-Hui
AU  - Xu Yingzi
AU  - Ling I-Ling
PY  - 2019
Y1  - 2019/01/01
TI  - How location-based advertising elicits in-store purchase
T2  - Journal of Services Marketing
PB  - Emerald Publishing Limited
SP  - 380
EP  - 395
Y2  - 2024/05/08
ER  -