Title: Identifying factors influencing the customers purchase behaviour due to location-based promotions

Authors: Philipp Reichhart

Addresses: Munich School of Management, Ludwig-Maximilians-University (LMU Munich), Geschwister-Scholl-Platz 1, 80539 München, Germany

Abstract: Using location-based promotions, marketers have the opportunity to present information to consumers which is specific to their current location. In this paper, which uses a field study and a follow-up in-app-survey, the authors identify factors which influence mobile location-based advertising and more specifically, which factors influence the customer purchase as a result of mobile location-based advertising via a mobile application (app). The study found that the usage frequency of and the satisfaction with the specific location-based advertising app used are factors which significantly influence purchase behaviour when using mobile location-based advertising.

Keywords: mobile marketing; m-marketing; mobile advertising; location-based promotions; purchase behaviour; mobile commerce; m-commerce; comsumer behaviour; mobile applications; mobile apps.

DOI: 10.1504/IJMC.2014.064917

International Journal of Mobile Communications, 2014 Vol.12 No.6, pp.642 - 660

Received: 05 Dec 2012
Accepted: 08 Sep 2013
Published online: 30 Apr 2015 *

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