A perceptual measure of mobile advertising using fuzzy linguistic preference relation
Publish place: Iranian Journal of Fuzzy Systems، Vol: 10، Issue: 5
Publish Year: 1392
نوع سند: مقاله ژورنالی
زبان: English
View: 130
This Paper With 22 Page And PDF Format Ready To Download
- Certificate
- من نویسنده این مقاله هستم
استخراج به نرم افزارهای پژوهشی:
شناسه ملی سند علمی:
JR_IJFS-10-5_003
تاریخ نمایه سازی: 31 خرداد 1401
Abstract:
The purpose of this study has been concretized in terms of impact of mobileadvertising on the purchase decision of the consumer and aimed to answer toresearch questions: which is the underlying structure of criteria in mobileadvertising? And which criteria are important for consumers in evaluatingmobile advertising? A sample of consumers in Taiwan was surveyed and usingfuzzy judgment to determine the vague perception of consumers. In addition,the proposed fuzzy linguistic preference relation (FLPR) is used to expressthe subjective preferences of consumers with respect to the consideredcriteria of mobile advertising, and also use the criterion gauges toevaluate the implementation of mobile advertising strategies. Finally, anempirical study is illustrated to demonstrate that the proposed method ismore suitable than the traditional method, especially when the consumerjudgments are likely be inconsistent in pair-wise comparison. The presentedfuzzy linguistic preference relation method is an easy and practical way toprovide a mechanism for improving consistency in perceptual measure ofmobile advertising.
Keywords:
Authors
Ling-Zhong Lin
Department of Marketing Management, Shih Chien University Kaoh- siung Campus, Taiwan
Huery-Ren Yeh
Department of Marketing Management, Shih Chien University Kaoh- siung Campus, Taiwan
مراجع و منابع این Paper:
لیست زیر مراجع و منابع استفاده شده در این Paper را نمایش می دهد. این مراجع به صورت کاملا ماشینی و بر اساس هوش مصنوعی استخراج شده اند و لذا ممکن است دارای اشکالاتی باشند که به مرور زمان دقت استخراج این محتوا افزایش می یابد. مراجعی که مقالات مربوط به آنها در سیویلیکا نمایه شده و پیدا شده اند، به خود Paper لینک شده اند :