Would You Turn on Bluetooth for Location-Based Advertising?

In recent years, location-based advertising (LBA) can deliver advertisements to customers in targeted locations and provide product and service information of their local businesses. Thus, understanding customers’ needs and considerations is essential for the popularization of LBA services. The purpose of this study is to explore the key factors that customers would concern about while they decide to turn on Bluetooth on their mobile devices to receive LBA services using fuzzy-AHP in conjunction with DEMATEL method. The analysis results in this study indicate that “personal location privacy,” “get information about saving money right time and right place,” and “personal preference privacy” are the top three consideration factors.