政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/110615

English | 正體中文 | 简体中文 | Post-Print筆數 : 27 | Items with full text/Total items : 113648/144635 (79%)
Visitors : 51581259 Online Users : 855

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 140.119/110615

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/110615

Title:	Determinants of mobile consumers’ perceived value of location-based mobile advertising and user responses
Authors:	林翠絹 Lin, T. T. C.
Contributors:	廣電系
Keywords:	location-based advertising, mobile advertising, perceived control, perceived sacrifice, perceived utility, privacy concerns, trust, use intentions, contextual information, mobile consumers, perceived value, user responses, m-advertising, advertising value, Singapore, partial least squares, PLS
Date:	2016
Issue Date:	2017-06-29 10:25:25 (UTC+8)
Abstract:	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.
Relation:	International Journal of mobile communications, 14(2), 99-117
Data Type:	article
DOI 連結:	http://dx.doi.org/10.1504/IJMC.2016.075019
DOI:	10.1504/IJMC.2016.075019
Appears in Collections:	[廣播電視學系] 期刊論文

Files in This Item:

File	Description	Size	Format
99-117.pdf		744Kb	Adobe PDF2	420	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...