The Bluetooth Enigma: Practicalities Impair Potential Awareness. Can Usage Be Higher?

This article analyzes young people's attitudes toward Bluetooth Proximity Marketing, their intention to use it, and the barriers that deter consumers from using this technology. Awareness and knowledge of this technology are very high; key barriers to use appear to be that Bluetooth uses up battery power too quickly and that consumers distrust the technology owing to privacy concerns. Positive attitude, which includes peer influence and fun/excitement, also is an important factor governing the future intention to use the technology. Significant gender differences in adaptation and intention also were discovered. Managerial implications and suggestions for further research are discussed at the end of this study.