Please use this identifier to cite or link to this item: https://ah.nccu.edu.tw/handle/140.119/110615


Title: Determinants of mobile consumers’ perceived value of location-based mobile advertising and user responses
Authors: 林翠絹
Lin, T. T. C.
Contributors: 廣電系
Keywords: location-based advertising, mobile advertising, perceived control, perceived sacrifice, perceived utility, privacy concerns, trust, use intentions, contextual information, mobile consumers, perceived value, user responses, m-advertising, advertising value, Singapore, partial least squares, PLS
Date: 2016
Issue Date: 2017-06-29 10:25:25 (UTC+8)
Abstract: This study examines factors affecting mobile consumers' perceived advertising value of latest location-based mobile advertising (LBA) and its relationship with user responses. Data was collected from a nationally representative web survey of 605 respondents who fit the demographic quotas of mobile consumers in Singapore. Partial least squares results show that privacy concerns have a stronger negative effect on perceived LBA value than perceived sacrifice, while perceived utility, utilisation of contextual information and trust positively predict perceived LBA value. Moreover, perceived LBA value increases consumers' responses to purchase advertised brands, followed by searching for brand information and passing LBA to others. Implications for mobile advertising theories and practices are discussed.
Relation: International Journal of mobile communications, 14(2), 99-117
Data Type: article
DOI 連結: http://dx.doi.org/10.1504/IJMC.2016.075019
Appears in Collections:[廣播電視學系] 期刊論文

Files in This Item:

File Description SizeFormat
99-117.pdf744KbAdobe PDF222View/Open


All items in 學術集成 are protected by copyright, with all rights reserved.


社群 sharing