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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...

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Published in: Journal of Advertising Research
Published: WARC 2011
URI: https://cronfa.swan.ac.uk/Record/cronfa5149
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first_indexed 2013-07-23T11:51:48Z
last_indexed 2018-02-09T04:31:12Z
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spelling 2013-08-20T11:39:23.1625833 v2 5149 2011-10-01 The Bluetooth Enigma: Practicalities Impair Potential - Awareness is High. Can Usage be Higher? 9470d0b291ef0d2c4dc6b1cd40a0bd2f Antje Cockrill Antje Cockrill true false 2011-10-01 BBU &#60;p&#62;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.&#60;/p&#62; Journal Article Journal of Advertising Research 51 1 298 312 WARC Mobile Marketing, Proximity Marketing, Bluetooth, CFA, Principal Component Analysis, Regression 31 12 2011 2011-12-31 COLLEGE NANME Business COLLEGE CODE BBU Swansea University 2013-08-20T11:39:23.1625833 2011-10-01T00:00:00.0000000 Faculty of Humanities and Social Sciences School of Management - Business Management Antje Cockrill 1 Mark Goode 2
title The Bluetooth Enigma: Practicalities Impair Potential - Awareness is High. Can Usage be Higher?
spellingShingle The Bluetooth Enigma: Practicalities Impair Potential - Awareness is High. Can Usage be Higher?
Antje Cockrill
title_short The Bluetooth Enigma: Practicalities Impair Potential - Awareness is High. Can Usage be Higher?
title_full The Bluetooth Enigma: Practicalities Impair Potential - Awareness is High. Can Usage be Higher?
title_fullStr The Bluetooth Enigma: Practicalities Impair Potential - Awareness is High. Can Usage be Higher?
title_full_unstemmed The Bluetooth Enigma: Practicalities Impair Potential - Awareness is High. Can Usage be Higher?
title_sort The Bluetooth Enigma: Practicalities Impair Potential - Awareness is High. Can Usage be Higher?
author_id_str_mv 9470d0b291ef0d2c4dc6b1cd40a0bd2f
author_id_fullname_str_mv 9470d0b291ef0d2c4dc6b1cd40a0bd2f_***_Antje Cockrill
author Antje Cockrill
author2 Antje Cockrill
Mark Goode
format Journal article
container_title Journal of Advertising Research
container_volume 51
container_issue 1
container_start_page 298
publishDate 2011
institution Swansea University
publisher WARC
college_str Faculty of Humanities and Social Sciences
hierarchytype
hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
document_store_str 0
active_str 0
description &#60;p&#62;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.&#60;/p&#62;
published_date 2011-12-31T03:06:06Z
_version_ 1763749676241125376
score 11.036706

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