KOREASCHOLAR

Marketers and retailers are increasingly interested in grabbing the opportunity to reach the consumer at the right time and place with a smart phone. Depending on Location Based Advertising (LBA) and associated sensors with the IBeacon technology, marketers can determined the consumer’s favorite products through his search history and previous purchase activities furthermore his location in-store. So, marketers and retailers pay more attention to in-store mobile LBA. In this work, the modified LBA in-store framework are constructed. This model proposed that the temporal time, type of information and the variety of receiver of mobile in-store LBA affect the Purchase intention in retail stores.

ABSTRACT
INTRODUCTION
THEORETICAL BACKGROUND
MODIFIED IN-STORE MOBILE LBA FRAMEWORK AND HYPOTHESIS
REFERENCES

• Heba Zahou(Harbin Institute of Technology, China) Corresponding author
• Guoxin Li(Harbin Institute of Technology, China)
• Mahmoud A. Eissa(Harbin Institute of Technology, China)
• Bo Lu(Harbin Institute of Technology, China)