PurposeThis study aims to develop an understanding of how customers of a physical retail store valuate receiving location-based mobile phone messages when they are in proximity of the store. It proposes and tests a model relating two benefits (personalization and location congruency) and two sacrifices (privacy concern and intrusiveness) to message value perceptions and store visit attitudes.Design/methodology/approachThe study uses a vignette-based survey to collect data from a sample of 1,225 customers of a fashion retailer. The postulated research model is estimated using SmartPLS 3.0 with the consistent-PLS algorithm and further validated via a post-hoc test.FindingsThe empirical testing confirms the predictive validity and robustness of the model and reveals that location congruency and intrusiveness are the location-based message characteristics with the strongest effects on message value and store visit attitude.Originality/valueThe paper adds to the underexplored field of store entry research and extends previous location-based messaging studies by integrating personalization, location congruency, privacy concern and intrusiveness into one validated model.
MULTIFILE
The domain of Location-based Augmented Reality (LBAR) in education is growing rapidly with the increasing ubiquity of mobile devices and their advanced capabilities. LBAR enables the superimposition of digital content onto physical environments and has been recognized for its transformative potential in educational contexts. Despite its advantages, the adoption of LBAR in education remains limited, hindered by several challenges. This paper presents a systematic review of peer-reviewed literature from 2000 to 2023 to assess the current state of LBAR in education. It explores 1) the state of the art in LBAR research, 2) its use cases and reported impacts across educational levels, and 3) the challenges and limitations identified in existing studies. Among the 50 studies included in the review, 38 % of investigated studies indicate a positive acceptance of LBAR and evident enthusiasm regarding LBAR's application for learning purposes. However, multidimensional complexities are revealed at the methodological, technological, pedagogical, and at content and organisational levels. While LBAR tools present strong potential to enhance learning experiences, that potential is not yet fully realized. Their long-term value depends on how well they are integrated into established pedagogical practices, learning content, and educational contexts.
DOCUMENT
Within this interdisciplinary project, we explore the integration of open-source databases, location-based gaming, and immersive storytelling to improve cultural heritage dissemination, interpretation and understanding of European values among younger target audiences. The students develop a game prototype which will be tested with the target audience during the project. The game is aimed to be implemented at cultural heritages sites along the heritage route of St Martin. The learning objective is to foster digital expertise, remote and virtual working proficiency, and the development of an interdisciplinary working attitude in a joint course setup of virtual workshops and MOOC-based lectures.
