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http://dx.doi.org/10.22693/NIAIP.2022.29.1.038

A Study on the Effect of Consumer Characteristics on Intention to Use in Mobile Location-Based Advertising  

Cho, Won-Sang (Won Trade)
Han, Dong-Gyun (Gyeongbuk Institute of IT Convergence Industry Technology)
Whang, Jae-Hoon (Yonsei University)
Publication Information
Informatization Policy / v.29, no.1, 2022 , pp. 38-59 More about this Journal
Abstract
The development of IT technology and the spread of smartphones are having a great impact on businesses and consumers. Consumers have been able to acquire more diverse and larger amounts of information than in the past due to information provided through smartphones and information search on the internet, which has a significant influence on decision-making. Companies have also become sensitive to such changes in consumer behavior patterns, reflected in their marketing. In addition, among the various characteristics of smartphones, location-based technology has become an important factor in providing targeted marketing from a company's point of view. Such technological development and social change have led to the expansion of the mobile advertising market, which promotes products or services based on the location of consumers and provides benefits such as discount coupons. In this study, we have analyzed the influence of consumer characteristics on intention to use in mobile location-based advertising, which has become an important marketing method in the mobile advertising market. The effects of variables of personalization, engagement, coupon proneness, economic efficiency, and irritation on attitude and information privacy concerns were analyzed, and the effects of attitude and information privacy concerns on intention to use were analyzed. The results of this study are deemed to be able to suggest factors to consider when providing mobile location-based advertising to consumers in the future.
Keywords
location-based advertising; personalization; engagement; coupon proneness; economic efficiency; irritation; information privacy concerns; attitude; intention to use;
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