A perceptual measure of mobile advertising using fuzzy linguistic preference relation

Document Type: Research Paper


Department of Marketing Management, Shih Chien University Kaoh- siung Campus, Taiwan


The purpose of this study has been concretized in terms of impact of mobile
advertising on the purchase decision of the consumer and aimed to answer to
research questions: which is the underlying structure of criteria in mobile
advertising? And which criteria are important for consumers in evaluating
mobile advertising? A sample of consumers in Taiwan was surveyed and using
fuzzy judgment to determine the vague perception of consumers. In addition,
the proposed fuzzy linguistic preference relation (FLPR) is used to express
the subjective preferences of consumers with respect to the considered
criteria of mobile advertising, and also use the criterion gauges to
evaluate the implementation of mobile advertising strategies. Finally, an
empirical study is illustrated to demonstrate that the proposed method is
more suitable than the traditional method, especially when the consumer
judgments are likely be inconsistent in pair-wise comparison. The presented
fuzzy linguistic preference relation method is an easy and practical way to
provide a mechanism for improving consistency in perceptual measure of
mobile advertising.


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