政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/110596

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113318/144297 (79%)
Visitors : 50952428 Online Users : 932

RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.

Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer

政大機構典藏 > 傳播學院 > 廣播電視學系 > 期刊論文 > Item 140.119/110596

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/110596

Title:	Who Avoids Location-Based Advertising and Why? Investigating the Relationship between User Perceptions and Advertising Avoidance
Authors:	林翠絹 Shin, Wonsun;Lin, Trisha Tsui-Chuan
Contributors:	廣電系
Keywords:	Location-based advertising;Advertising avoidance;Mobile advertising;Perceived goal impediment;Perceived utility;Perceived sacrifice;Perceived entertainment
Date:	2016
Issue Date:	2017-06-29 10:16:55 (UTC+8)
Abstract:	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.
Relation:	Computers in Human Behavior, 63, 444-452
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1016/j.chb.2016.05.036
DOI:	10.1016/j.chb.2016.05.036
Appears in Collections:	[廣播電視學系] 期刊論文

Files in This Item:

File	Description	Size	Format
444-452.pdf		659Kb	Adobe PDF2	534	View/Open

社群 sharing

著作權政策宣告 Copyright Announcement

1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.

Loading...