期刊
COMPUTERS IN HUMAN BEHAVIOR
卷 63, 期 -, 页码 444-452出版社
PERGAMON-ELSEVIER SCIENCE LTD
DOI: 10.1016/j.chb.2016.05.036
关键词
Location-based advertising; Advertising avoidance; Mobile advertising; Perceived goal impediment; Perceived utility; Perceived sacrifice; Perceived entertainment
This study investigates how perceptual factors are associated with mobile consumers' avoidance of location-based mobile advertising (LBA), and whether the relationships between the perceptual factors and LBA avoidance are influenced by consumers' mobile device usage levels. The results of a national web survey with 605 Singaporean mobile consumers show that those who find LBA impedes goals, requires sacrifice, and lacks utility are more likely to avoid it. When examining the differences of heavy, medium, and light mobile device users, the analyses reveal that the effects of perceived utility and entertainment on LBA avoidance are greater for medium and heavy users than for light users. Theoretical and practical implications of our findings are discussed, as are the limitations and suggestions for future research. (C) 2016 Elsevier Ltd. All rights reserved.
作者
我是这篇论文的作者
点击您的名字以认领此论文并将其添加到您的个人资料中。
推荐
暂无数据