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

위치기반 모바일 광고 태도의 결정요인에 관한 실증적 연구 : 광고 특성 및 소비자 개별화 특성을 중심으로

  • Received : 2019.10.26
  • Accepted : 2019.12.24
  • Published : 2019.12.31


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.


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