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

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.

Perceptual measure, Mobile advertising, Fuzzy linguistic preference relation