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Chapter 2 Theoretical Framework
2.1 Relative theories
The amount of literature on mobile advertising has been accumulating over the past years. However, the functional practice of mobile advertising based on a consumer’s location is still in an early stage. Marketing executives are basing their decision mostly on anecdotal case studies (Persaud & Azhar, 2012; Str?m et al., 2014).
At the beginning the present status of development of mobile advertising have been discussed. Then, the existing problems of mobile advertising have been analyzed. The widespread adoption and use of mobile devices present marketers with new opportunities to reach and serve consumers. A fairly new developed advertising method is LBA, in which consumers are served with advertisements based on their location. According analysis of the previous work, we summarized three main influence factors of LBA: Context, content and consumer as follows (Chen et al., 2019).
Recently, retailers are increasing their attention to mobile in-store advertising based on Location Based Services (LBS), the effect of the mobile promotion’ location, personalization and content as well as their interplay on customer’s actual choice was investigated of in-store mobile advertising (Schrage et al., 2019). CLT represents a framework for explaining how psychological distance affects individuals’ behavior especially in the context of mobile technology (Katz & Byrne, 2013; Trope &Liberman, 2010). Psychological distance refers to one owns perception of how distant an object is from the self. It can occur in four dimensions, namely: temporal, spatial, social and hypothetical distance. However, the most previous work focus on studying spatial distance from psychological dimensions and ignore others dimensions, when discuss LBA in-store mobile advertising.
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2.2 Hypotheses and Research Model
Motivated by the LBA in sight of CLT, which insists that to provide a theoretical framework for mobile in-store advertising for retailers. We constructed the LBA in-store model with the hypotheses for every conceptual path. The proposed model aims to evaluate the impact of mobile location based advertising in retail stores on consumers' intention to purchase. Our intuition, grounded on the main effect and interaction effect of temporal time, type of information and variety of receivers on purchase intention in-store. Furthermore, the mobile coupon is considered as moderate variable for our study. The following subsections give detailed descriptions on how these hypotheses and the constructs’ path relationships were derived.
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Chapter 3 Methodology ................................... 28
3.1 Research Design ............................... 28
3.2 Procedure ............................... 29
Chapter 4 Results and Discussion ...................... 36
4.1 Results ................................ 36
4.1.1 Direct influence of temporal time, type of information and v
