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Adoption Intention of Mobile Real Time Location-Based Advertising Service for 3G Cell Phone Users in Taiwan

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The 8th International Conference on Knowledge Management in Organizations

Part of the book series: Springer Proceedings in Complexity ((SPCOM))

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Abstract

The current research conducts an empirical study for the 3G mobile phone users within the context of Taiwan to examine the factors that affect users adopting MRTLBAS. The empirical research model is developed based on technology acceptance model and innovation diffusion theory. According to 336 valid samples, the research results indicate that (1) perceived compatibility shows a significant impact on perceived usefulness, perceived ease of use and perceived playfulness; (2) impact of trialability on behavioral intention shows insignificantly while other variables show significantly. This implies that 3G users perceive that trying MRTLBAS will not be likely an important factor that attracts their use intention; instead they care more about the usefulness, ease of use, and even enjoyment; (3) perceived playfulness both significantly affects perceived ease of use and behavioral attitude, implying that improving the playfulness of MRTLBAS will be likely to positively improve uses’ attitude and the ease of use. Implications and suggestions for the MRTLBAS are also addressed.

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Author information

Authors and Affiliations

  1. Department of Information Management, National University of Kaohsiung, 700, Kaohsiung University Rd., Nanzih District, Kaohsiung, Taiwan, R.O.C

    Flora Peng, Chien-Hsing Wu & Hsin-Yi Liao

Authors
  1. Flora Peng
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  2. Chien-Hsing Wu
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  3. Hsin-Yi Liao
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Corresponding author

Correspondence to Chien-Hsing Wu .

Editor information

Editors and Affiliations

  1. School of Computing, Staffordshire University, Stafford, United Kingdom

    Lorna Uden

  2. College of Management, National University of Kaohsiung, Kaohsiung, Taiwan, Taiwan

    Leon S.L. Wang

  3. and Control Faculty of Science, Universidad Salamanca Department of Computing Science, Salamanca, Spain

    Juan Manuel Corchado Rodríguez

  4. National University of Kaohsiung, Kaohsiung, Taiwan

    Hsin-Chang Yang

  5. Department of Information Management, National University of Kaohsiung, Kaohsiung, Taiwan, Taiwan

    I-Hsien Ting

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© 2014 Springer Science+Business Media Dordrecht

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Peng, F., Wu, CH., Liao, HY. (2014). Adoption Intention of Mobile Real Time Location-Based Advertising Service for 3G Cell Phone Users in Taiwan. In: Uden, L., Wang, L., Corchado Rodríguez, J., Yang, HC., Ting, IH. (eds) The 8th International Conference on Knowledge Management in Organizations. Springer Proceedings in Complexity. Springer, Dordrecht. https://doi.org/10.1007/978-94-007-7287-8_9

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  • DOI: https://doi.org/10.1007/978-94-007-7287-8_9

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  • Publisher Name: Springer, Dordrecht

  • Print ISBN: 978-94-007-7286-1

  • Online ISBN: 978-94-007-7287-8

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