Journal article 456 views
The Bluetooth Enigma: Practicalities Impair Potential - Awareness is High. Can Usage be Higher?
Antje Cockrill,
Mark Goode
Journal of Advertising Research, Volume: 51, Issue: 1, Pages: 298 - 312
Swansea University Author: Antje Cockrill
Abstract
<p>This article analyzes young people’s attitudes toward Bluetooth Proximity Marketing, their intention to use it, and the barriers that deter consumers from using this technology. Awareness and knowledge of this technology are very high; key barriers to use appear to be that Bluetoo...
| Published in: | Journal of Advertising Research |
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| Published: |
WARC
2011
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| URI: | https://cronfa.swan.ac.uk/Record/cronfa5149 |
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| Abstract: |
<p>This article analyzes young people’s attitudes toward Bluetooth Proximity Marketing, their intention to use it, and the barriers that deter consumers from using this technology. Awareness and knowledge of this technology are very high; key barriers to use appear to be that Bluetooth uses up battery power too quickly and that consumers distrust the technology owing to privacy concerns. Positive attitude, which includes peer influence and fun/excitement, also is an important factor governing the future intention to use the technology. Significant gender differences in adaptation and intention also were discovered. Managerial implications and suggestions for further research are discussed at the end of this study.</p> |
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| Keywords: |
Mobile Marketing, Proximity Marketing, Bluetooth, CFA, Principal Component Analysis, Regression |
| College: |
Faculty of Humanities and Social Sciences |
| Issue: |
1 |
| Start Page: |
298 |
| End Page: |
312 |