IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v141y2022icp151-162.html
   My bibliography  Save this article

Proximity marketing and Bluetooth beacon technology: A dynamic mechanism leading to relationship program receptiveness

Author

Listed:
  • Lin, Marta Yuan-Chen
  • Nguyen, Tessa Tien
  • Cheng, Edward Ying-Lun
  • Le, Angelina Nhat Hanh
  • Cheng, Julian Ming Sung

Abstract

Bluetooth beacon technology (BBT) is expected to enhance the evolution of proximity marketing by fostering customers’ reception of relationship marketing programs. Unfortunately, this evolution has not progressed as anticipated due to deficient comprehension of consumer cognition, evaluation, and receptiveness behaviors. Drawing on mainly Equity theory and the theory of Reasoned Action, this research proposes a three-level framework to investigate the focal forces and underlying processes related to consumer receptiveness of proximity BBT-based relationship programs. The data are collected in Taipei, Taiwan. The findings suggest the inhibiting and promoting roles of permission-triggered privacy concerns and social presence, respectively, in explaining variations in the consumer receptiveness of relationship programs. Moreover, innovation security, which includes perceived risk and technology anxiety, as well as frugality are confirmed to contribute to the increase in privacy concerns. Also, social presence is proven to mitigate the effect of innovation security on privacy concerns.

Suggested Citation

  • Lin, Marta Yuan-Chen & Nguyen, Tessa Tien & Cheng, Edward Ying-Lun & Le, Angelina Nhat Hanh & Cheng, Julian Ming Sung, 2022. "Proximity marketing and Bluetooth beacon technology: A dynamic mechanism leading to relationship program receptiveness," Journal of Business Research, Elsevier, vol. 141(C), pages 151-162.
    • Handle: RePEc:eee:jbrese:v:141:y:2022:i:c:p:151-162
    DOI: 10.1016/j.jbusres.2021.12.030
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296321009449
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2021.12.030?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. De Silva, Muthu & Wang, Pengji & Kuah, Adrian T.H., 2021. "Why wouldn’t green appeal drive purchase intention? Moderation effects of consumption values in the UK and China," Journal of Business Research, Elsevier, vol. 122(C), pages 713-724.
    2. Ashley, Christy & Noble, Stephanie M. & Donthu, Naveen & Lemon, Katherine N., 2011. "Why customers won't relate: Obstacles to relationship marketing engagement," Journal of Business Research, Elsevier, vol. 64(7), pages 749-756, July.
    3. Ge, Houtian & Goetz, Stephan, 2016. "Hub Location in Fresh Produce Supply Chains," 2016 Annual Meeting, July 31-August 2, Boston, Massachusetts 235826, Agricultural and Applied Economics Association.
    4. Oecd, 2013. "Electronic and Mobile Commerce," OECD Digital Economy Papers 228, OECD Publishing.
    5. Dhruv Grewal & Stephanie M. Noble & Anne L. Roggeveen & Jens Nordfalt, 2020. "The future of in-store technology," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 96-113, January.
    6. Han, Sehee & Min, Jinyoung & Lee, Heeseok, 2016. "Building relationships within corporate SNS accounts through social presence formation," International Journal of Information Management, Elsevier, vol. 36(6), pages 945-962.
    7. Daniel Kahneman & Amos Tversky, 2013. "Prospect Theory: An Analysis of Decision Under Risk," World Scientific Book Chapters, in: Leonard C MacLean & William T Ziemba (ed.), HANDBOOK OF THE FUNDAMENTALS OF FINANCIAL DECISION MAKING Part I, chapter 6, pages 99-127, World Scientific Publishing Co. Pte. Ltd..
    8. Krafft, Manfred & Arden, Christine M. & Verhoef, Peter C., 2017. "Permission Marketing and Privacy Concerns — Why Do Customers (Not) Grant Permissions?," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 39-54.
    9. Sea-Jin Chang & Arjen van Witteloostuijn & Lorraine Eden, 2010. "From the Editors: Common method variance in international business research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 41(2), pages 178-184, February.
    10. Inman, J. Jeffrey & Nikolova, Hristina, 2017. "Shopper-Facing Retail Technology: A Retailer Adoption Decision Framework Incorporating Shopper Attitudes and Privacy Concerns," Journal of Retailing, Elsevier, vol. 93(1), pages 7-28.
    11. Xu, Zhuo, 2019. "An empirical study of patients' privacy concerns for health informatics as a service," Technological Forecasting and Social Change, Elsevier, vol. 143(C), pages 297-306.
    12. Ananda Das Gupta, 2014. "Social Impact Management," India Studies in Business and Economics, in: Business Ethics, edition 127, chapter 0, pages 189-195, Springer.
    13. Lo, Fang-Yi & Campos, Nayara, 2018. "Blending Internet-of-Things (IoT) solutions into relationship marketing strategies," Technological Forecasting and Social Change, Elsevier, vol. 137(C), pages 10-18.
    14. Rajagopal, 2014. "The Human Factors," Palgrave Macmillan Books, in: Architecting Enterprise, chapter 9, pages 225-249, Palgrave Macmillan.
    15. Hansen, Torben & Møller Jensen, Jan & Stubbe Solgaard, Hans, 2004. "Predicting online grocery buying intention: a comparison of the theory of reasoned action and the theory of planned behavior," International Journal of Information Management, Elsevier, vol. 24(6), pages 539-550.
    16. Björn Frank & Gulimire Abulaiti & Takao Enkawa, 2012. "What characterizes Chinese consumer behavior? A cross-industry analysis of the Chinese diaspora in Japan," Marketing Letters, Springer, vol. 23(3), pages 683-700, September.
    17. Nguyen, Bang & Klaus, Philipp “Philâ€, 2013. "Retail fairness: Exploring consumer perceptions of fairness towards retailers’ marketing tactics," Journal of Retailing and Consumer Services, Elsevier, vol. 20(3), pages 311-324.
    18. Mosteller, Jill & Poddar, Amit, 2017. "To Share and Protect: Using Regulatory Focus Theory to Examine the Privacy Paradox of Consumers' Social Media Engagement and Online Privacy Protection Behaviors," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 27-38.
    19. Tamara Dinev & Paul Hart, 2006. "An Extended Privacy Calculus Model for E-Commerce Transactions," Information Systems Research, INFORMS, vol. 17(1), pages 61-80, March.
    20. Blanquero, Rafael & Carrizosa, Emilio & G.-Tóth, Boglárka & Nogales-Gómez, Amaya, 2016. "p-facility Huff location problem on networks," European Journal of Operational Research, Elsevier, vol. 255(1), pages 34-42.
    21. Jiang, Cuiqing & Rashid, Rao Muhammad & Wang, Jianfei, 2019. "Investigating the role of social presence dimensions and information support on consumers’ trust and shopping intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 263-270.
    22. Marcelo Vinhal Nepomuceno & Michel Laroche, 2017. "When Materialists Intend to Resist Consumption: The Moderating Role of Self-Control and Long-Term Orientation," Journal of Business Ethics, Springer, vol. 143(3), pages 467-483, July.
    23. Emanuel de Bellis & Christian Hildebrand & Kenichi Ito & Andreas Herrmann, 2015. "Cross-national differences in uncertainty avoidance predict the effectiveness of mass customization across East Asia: a large-scale field investigation," Marketing Letters, Springer, vol. 26(3), pages 309-320, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Van Tonder, E. & Fullerton, S. & De Beer, L.T. & Saunders, S.G., 2023. "Social and personal factors influencing green customer citizenship behaviours: The role of subjective norm, internal values and attitudes," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ying, Shiyi & Huang, Youlin & Qian, Lixian & Song, Jinzhu, 2023. "Privacy paradox for location tracking in mobile social networking apps: The perspectives of behavioral reasoning and regulatory focus," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    2. Pallant, Jason I. & Pallant, Jessica L. & Sands, Sean J. & Ferraro, Carla R. & Afifi, Eslam, 2022. "When and how consumers are willing to exchange data with retailers: An exploratory segmentation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Plangger, Kirk & Montecchi, Matteo, 2020. "Thinking Beyond Privacy Calculus: Investigating Reactions to Customer Surveillance," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 32-44.
    4. Steudner, Tobias, 2021. "Consumer Groups and their Risk Perception in a Data Sharing Cooperation between Two Firms," ITS Conference, Online Event 2020 224876, International Telecommunications Society (ITS), revised 2021.
    5. Damgaard, Mette Trier & Nielsen, Helena Skyt, 2018. "Nudging in education," Economics of Education Review, Elsevier, vol. 64(C), pages 313-342.
    6. Chen, Yanyan & Mandler, Timo & Meyer-Waarden, Lars, 2021. "Three decades of research on loyalty programs: A literature review and future research agenda," Journal of Business Research, Elsevier, vol. 124(C), pages 179-197.
    7. Huarng, Kun-Huang & Yu, Tiffany Hui-Kuang & Lee, Cheng fang, 2022. "Adoption model of healthcare wearable devices," Technological Forecasting and Social Change, Elsevier, vol. 174(C).
    8. Leong, Lai-Ying & Hew, Teck-Soon & Ooi, Keng-Boon & Chong, Alain Yee-Loong, 2020. "Predicting the antecedents of trust in social commerce – A hybrid structural equation modeling with neural network approach," Journal of Business Research, Elsevier, vol. 110(C), pages 24-40.
    9. Degutis, Mindaugas & UrbonaviÄ ius, Sigitas & Hollebeek, Linda D. & Anselmsson, Johan, 2023. "Consumers’ willingness to disclose their personal data in e-commerce: A reciprocity-based social exchange perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    10. Ashraf Sharif & Saira Hanif Soroya & Shakil Ahmad & Khalid Mahmood, 2021. "Antecedents of Self-Disclosure on Social Networking Sites (SNSs): A Study of Facebook Users," Sustainability, MDPI, vol. 13(3), pages 1-21, January.
    11. Wenkun Zhang & Yanan Wang & Tao Zhang, 2021. "Can “Live Streaming†Really Drive Visitors to the Destination? From the Aspect of “Social Presenceâ€," SAGE Open, , vol. 11(1), pages 21582440211, March.
    12. Tajvidi, Mina & Richard, Marie-Odile & Wang, YiChuan & Hajli, Nick, 2020. "Brand co-creation through social commerce information sharing: The role of social media," Journal of Business Research, Elsevier, vol. 121(C), pages 476-486.
    13. Ertugrul Uysal & Sascha Alavi & Valéry Bezençon, 2022. "Trojan horse or useful helper? A relationship perspective on artificial intelligence assistants with humanlike features," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1153-1175, November.
    14. Sharma, Piyush & Ueno, Akiko & Kingshott, Russel, 2021. "Self-service technology in supermarkets – Do frontline staff still matter?," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    15. Kim, Yeolib & Kim, Seung Hyun & Peterson, Robert A. & Choi, Jeonghye, 2023. "Privacy concern and its consequences: A meta-analysis," Technological Forecasting and Social Change, Elsevier, vol. 196(C).
    16. Idris Adjerid & Alessandro Acquisti & George Loewenstein, 2019. "Choice Architecture, Framing, and Cascaded Privacy Choices," Management Science, INFORMS, vol. 67(5), pages 2267-2290, May.
    17. Lucia-Palacios, Laura & Pérez-López, Raúl, 2021. "Effects of Home Voice Assistants' Autonomy on Instrusiveness and Usefulness: Direct, Indirect, and Moderating Effects of Interactivity," Journal of Interactive Marketing, Elsevier, vol. 56(C), pages 41-54.
    18. Oguz YILDIZ & Hakan KITAPCI, 2018. "Exploring Factors Affecting Consumers¡¯ Adoption of Shopping via Mobile Applications in Turkey," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 10(2), pages 60-75, June.
    19. Stacy H. Lee & Jung Ha-Brookshire, 2017. "Ethical Climate and Job Attitude in Fashion Retail Employees’ Turnover Intention, and Perceived Organizational Sustainability Performance: A Cross-Sectional Study," Sustainability, MDPI, vol. 9(3), pages 1-19, March.
    20. Maresch, Daniela & Harms, Rainer & Kailer, Norbert & Wimmer-Wurm, Birgit, 2016. "The impact of entrepreneurship education on the entrepreneurial intention of students in science and engineering versus business studies university programs," Technological Forecasting and Social Change, Elsevier, vol. 104(C), pages 172-179.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:141:y:2022:i:c:p:151-162. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.