Location-Based Advertising In China

Location-based advertising (LBA), which is currently boosting in the U.S., has just taken off in Chinese market. The quantum leap in this innovative industry is largely contributed by the recent popularity of wireless technology and portable Internet devices, such as smart phones and tablet computers. The aim of this project is to analyze Chinese customers’ adoption of previous wireless tech based devices and services and to compare American and Chinese customers’ usage and behavior of Location-based Advertising services.   

Both U.S. and Chinese consumers’ usage and concerns of adopting LBA services are discovered and both group use location-based services for entertainment and social connection. The results also demonstrated that the in-group influence was the most significant factor in affecting Chinese consumers adoption of devices and applications. Moreover, the U.S. and Chinese people showed significant difference in using LBA services to acquire information under problem solving condition. 

According to the findings, this study moved further in providing suggestions and recommendations for future Chinese LBA developers and advertisers in terms of developing and promoting LBA in Chinese market. Undiscovered potential opportunities for LBA are discussed as well.