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[{"key": "dc.contributor.advisor", "value": "Halttunen, Veikko", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Ruhanen, Aleksi", "language": "", "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2019-12-20T11:09:41Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2019-12-20T11:09:41Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2019", "language": "", "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/66999", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Kuluttajak\u00e4ytt\u00e4ytymiseen vaikuttavien tekij\u00f6iden ymm\u00e4rt\u00e4minen on keskeist\u00e4 toimivan sijaintiin perustuvan mainonnan kehitt\u00e4misess\u00e4. Ilman kuluttajan hyv\u00e4ksynt\u00e4\u00e4 mainonnan on vaikeaa saada viesti\u00e4\u00e4n perille kuluttajalle. Tutkimalla mainonnassa olevia tekij\u00f6it\u00e4 saadaan muodostettua parempi kuva siit\u00e4 mink\u00e4laista mainontaa kuluttajat haluavat vastaanottaa. T\u00e4m\u00e4n tutkielman tarkoituksena on tunnistaa tekij\u00f6it\u00e4, jotka tekev\u00e4t mobiililaitteilla tapahtuvasta sijaintiin perustuvasta mainonnasta kuluttajan toiveiden mukaista. Tutkimuksessa suoritettiin kirjallisuuskatsaus, jossa perehdyttiin mobiililaitteiden ja sijaintiin perustuvan mainonnan ominaisuuksiin sek\u00e4 aikaisempiin mainonnan eri muotoja k\u00e4sitteleviin tutkimuksiin. Kirjallisuuskatsauksen perusteella tunnistetaan kuluttajan kannalta merkitt\u00e4vi\u00e4 tekij\u00f6it\u00e4, joita ilmenee sijaintiin perustuvassa mainonnassa. Tunnistettujen merkitt\u00e4vien tekij\u00f6iden testaamista varten ker\u00e4ttiin aineisto s\u00e4hk\u00f6isesti toimitetulla kyselytutkimuksella. Kyselytutkimus suunnattiin kaikille suomalaisille mobiililaitteiden k\u00e4ytt\u00e4jille, ja hyv\u00e4ksytt\u00e4j\u00e4 vastauksia ker\u00e4ttiin 194 kappaletta. Aineisto analysoitiin SPSS- ja Excel-ohjelmistoilla. Tutkimus vertailee tunnistettuja kuluttajan kannalta merkitt\u00e4vi\u00e4 tekij\u00f6it\u00e4 kesken\u00e4\u00e4n. Tutkimuksen tuloksien mukaan t\u00e4rkeimmiksi tekij\u00f6iksi muodostuivat pull-v\u00e4litysmekanismi, yksityisyys, kuluttajan suostumus, viihteellisyys ja kohdentaminen. Kuluttajien asenne mainontaa kohtaan n\u00e4ytt\u00e4ytyi neutraalina. \u00c4rsytt\u00e4vyys, informatiivisuus ja push-v\u00e4litysmekanismi taas saivat alhaisen arvon, joka kertoo, ettei niit\u00e4 n\u00e4hty yht\u00e4 keskeisen\u00e4 tekij\u00e4n\u00e4 mainonnassa. Saatujen tulosten n\u00e4htiin osittain tukevan aikaisempien tutkimusten tulosta, mutta osittain my\u00f6s olevan niit\u00e4 vastaan.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Understanding the factors affecting consumer behaviour is important in devel-oping functioning location-based advertising. Without the permission from consumer it is unlikely that advertising has any effect to the consumer. By stud-ying different factors relating advertising we can form a better picture about what kind of advertising consumers want to receive. This research aimed to identify factors that make location-based advertising, that is based on mobile devices, consumer friendly. Literature review was conducted to give a better picture about previous literature regarding different forms of advertising along describing features of mobile devices and location-based adverting. Based on literature review factors affecting consumer in location-based advertising were identified. To test the identified factors, an online questionnaire was made for gathering research data. The survey was aimed at all Finnish mobile device us-ers and altogether 194 accepted responses were collected. The data was ana-lyzed by using SPSS and Excel software. This research compares identified fac-tors affecting consumer among each other. The research suggest that pull deliv-ery mechanism, privacy, consumer\u2019s permission, entertainment and personali-zation are the most important factors for the consumer. Consumer attitude to-wards advertising was found to be neutral. Irritation, informativeness and push delivery mechanism in turn received a low value which indicates that they weren\u2019t seen as a central factor in advertising. Received outcome was found to partially support results from existing literature, but also to be inconsistent with some of the previous findings.", "language": "en", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by Miia Hakanen (mihakane@jyu.fi) on 2019-12-20T11:09:41Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2019-12-20T11:09:41Z (GMT). No. of bitstreams: 0\n Previous issue date: 2019", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "61", "language": "", "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.subject.other", "value": "sijaintiin perustuva mainonta", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.subject.other", "value": "mobiilimarkkinointi", "language": "", "element": "subject", "qualifier": "other", "schema": "dc"}, {"key": "dc.title", "value": "Kuluttajien suhtautuminen mobiililaitteilla tapahtuvaan sijaintiin perustuvaan mainontaan", "language": "", "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-201912205473", "language": "", "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Pro gradu -tutkielma", "language": "fi", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.type.ontasot", "value": "Master\u2019s thesis", "language": "en", "element": "type", "qualifier": "ontasot", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Informaatioteknologian tiedekunta", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Faculty of Information Technology", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Informaatioteknologia", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Information Technology", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Tietoj\u00e4rjestelm\u00e4tiede", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Information Systems Science", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "yvv.contractresearch.funding", "value": "0", "language": "", "element": "contractresearch", "qualifier": "funding", "schema": "yvv"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "restrictedAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.subject.oppiainekoodi", "value": "601", "language": "", "element": "subject", "qualifier": "oppiainekoodi", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mobiilimarkkinointi", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mainonta", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "kuluttajat", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "mobiililaitteet", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.subject.yso", "value": "sijainti", "language": null, "element": "subject", "qualifier": "yso", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://rightsstatements.org/page/InC/1.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "The author has not given permission to make the work publicly available electronically. Therefore the material can be read only at the archival workstation at Jyv\u00e4skyl\u00e4 University Library (https://kirjasto.jyu.fi/en/workspaces/facilities).", "language": "en", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.rights.accessrights", "value": "Tekij\u00e4 ei ole antanut lupaa avoimeen julkaisuun, joten aineisto on luettavissa vain Jyv\u00e4skyl\u00e4n yliopiston kirjaston arkistoty\u00f6semalta. Ks. https://kirjasto.jyu.fi/fi/tyoskentelytilat/laitteet-ja-tilat..", "language": "fi", "element": "rights", "qualifier": "accessrights", "schema": "dc"}, {"key": "dc.type.okm", "value": "G2", "language": null, "element": "type", "qualifier": "okm", "schema": "dc"}]
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