| dc.contributor | 廣電系 | |
| dc.creator (作者) | 林翠絹 | zh_TW |
| dc.creator (作者) | Lin, T. T. C. | |
| dc.date (日期) | 2016 | |
| dc.date.accessioned | 29-Jun-2017 10:25:25 (UTC+8) | - |
| dc.date.available | 29-Jun-2017 10:25:25 (UTC+8) | - |
| dc.date.issued (上傳時間) | 29-Jun-2017 10:25:25 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/110615 | - |
| dc.description.abstract (摘要) | 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. | |
| dc.format.extent | 762425 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | International Journal of mobile communications, 14(2), 99-117 | |
| dc.subject (關鍵詞) | 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 | |
| dc.title (題名) | Determinants of mobile consumers’ perceived value of location-based mobile advertising and user responses | |
| dc.type (資料類型) | article | |
| dc.identifier.doi (DOI) | 10.1504/IJMC.2016.075019 | |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1504/IJMC.2016.075019 | |
