RT Journal Article
SR Electronic
T1 The Bluetooth Enigma: Practicalities Impair Potential
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 298
OP 312
DO 10.2501/JAR-51-1-298-312
VO 51
IS 1
A1 Antje Cockrill
A1 Mark M. Goode
A1 Amy White
YR 2011
UL http://www.journalofadvertisingresearch.com/content/51/1/298.abstract
AB This article analyzes young people's attitudes toward Bluetooth Proximity Marketing, their intention to use it, and the barriers that deter consumers from using this technology. Awareness and knowledge of this technology are very high; key barriers to use appear to be that Bluetooth uses up battery power too quickly and that consumers distrust the technology owing to privacy concerns. Positive attitude, which includes peer influence and fun/excitement, also is an important factor governing the future intention to use the technology. Significant gender differences in adaptation and intention also were discovered. Managerial implications and suggestions for further research are discussed at the end of this study.