Huery-Ren Yeh

[ 1 ] - A perceptual measure of mobile advertising using fuzzy linguistic preference relation

The purpose of this study has been concretized in terms of impact of mobileadvertising on the purchase decision of the consumer and aimed to answer toresearch questions: which is the underlying structure of criteria in mobileadvertising? And which criteria are important for consumers in evaluatingmobile advertising? A sample of consumers in Taiwan was surveyed and usingfuzzy judgment to determi...