Determinants of mobile consumers' perceived value of location-based advertising and user responses
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 mob...
| Main Authors: | , , |
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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2017
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/83478 http://hdl.handle.net/10220/42606 |
| _version_ | 1811684776388591616 |
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| author | Paragas, Fernando Bautista, John Robert Lin, Trisha Tsui-Chuan |
| author2 | Wee Kim Wee School of Communication and Information |
| author_facet | Wee Kim Wee School of Communication and Information Paragas, Fernando Bautista, John Robert Lin, Trisha Tsui-Chuan |
| author_sort | Paragas, Fernando |
| collection | NTU |
| description | 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. |
| first_indexed | 2024-10-01T04:34:00Z |
| format | Journal Article |
| id | ntu-10356/83478 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T04:34:00Z |
| publishDate | 2017 |
| record_format | dspace |
| spelling | ntu-10356/834782020-03-07T12:15:49Z Determinants of mobile consumers' perceived value of location-based advertising and user responses Paragas, Fernando Bautista, John Robert Lin, Trisha Tsui-Chuan Wee Kim Wee School of Communication and Information Location-based mobile advertising Perceived utility 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. Accepted version 2017-06-07T06:40:10Z 2019-12-06T15:23:52Z 2017-06-07T06:40:10Z 2019-12-06T15:23:52Z 2016 Journal Article Lin, T. T.-C., Paragas, F., & Bautista, J. R. (2016). Determinants of mobile consumers' perceived value of location-based advertising and user responses. International Journal of Mobile Communications, 14(2), 99-. 1470-949X https://hdl.handle.net/10356/83478 http://hdl.handle.net/10220/42606 10.1504/IJMC.2016.075019 en International Journal of Mobile Communications © 2016 Inderscience. This is the author created version of a work that has been peer reviewed and accepted for publication by International Journal of Mobile Communications, Inderscience. It incorporates referee’s comments but changes resulting from the publishing process, such as copyediting, structural formatting, may not be reflected in this document. The published version is available at: [http://dx.doi.org/10.1504/IJMC.2016.075019]. 33 p. application/pdf |
| spellingShingle | Location-based mobile advertising Perceived utility Paragas, Fernando Bautista, John Robert Lin, Trisha Tsui-Chuan Determinants of mobile consumers' perceived value of location-based advertising and user responses |
| title | Determinants of mobile consumers' perceived value of location-based advertising and user responses |
| title_full | Determinants of mobile consumers' perceived value of location-based advertising and user responses |
| title_fullStr | Determinants of mobile consumers' perceived value of location-based advertising and user responses |
| title_full_unstemmed | Determinants of mobile consumers' perceived value of location-based advertising and user responses |
| title_short | Determinants of mobile consumers' perceived value of location-based advertising and user responses |
| title_sort | determinants of mobile consumers perceived value of location based advertising and user responses |
| topic | Location-based mobile advertising Perceived utility |
| url | https://hdl.handle.net/10356/83478 http://hdl.handle.net/10220/42606 |
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