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http://dx.doi.org/10.5859/KAIS.2019.28.4.313

Understanding Determinants of User Attitudes towards Location-based Mobile Advertising: An Empirical Analysis  

Shin, Kwang-Sun (중앙대학교 경영학과)
Cho, Hwi-Hyung (김포대학교 유통경영학과)
Hong, Il-Yoo (중앙대학교 경영학과)
Publication Information
The Journal of Information Systems / v.28, no.4, 2019 , pp. 313-332 More about this Journal
Abstract
Purpose As mobile devices are in widespread use and location-based mobile advertising has grown rapidly in recent years, there exists a sharp increase among researchers as well as practitioners in the interest in the determinants of user's attitudes towards location-based Mobile advertising. The purpose of the research is to understand the predictors of attitudes towards location-based Mobile advertising and of the relationship between attitudes and behavioral intention. Design/methodology/approach To this end, we have conducted an online survey using 412 users who have the prior experience of viewing location-based advertising via their mobile devices. We excluded 31 invalid responses and performed an empirical analysis based on 381 responses. Findings The findings indicate that all the factors but 'perceived enjoyment' each have a significant, positive relationship with consumer attitudes towards location-based Mobile advertising. Furthermore, advertising attitude is positively associated with behavioral intention. We provide implications and future research directions based the research findings.
Keywords
Location-based advertising(LBA); location-based system(LBS); advertising attitudes; behavioral intention; individualized marketing;
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