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

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政大機構典藏 > 傳播學院 > 廣播電視學系 > 期刊論文 > Item 140.119/110615

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题名:	Determinants of mobile consumers’ perceived value of location-based mobile advertising and user responses
作者:	林翠絹 Lin, T. T. C.
贡献者:	廣電系
关键词:	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
日期:	2016
上传时间:	2017-06-29 10:25:25 (UTC+8)
摘要:	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.
關聯:	International Journal of mobile communications, 14(2), 99-117
数据类型:	article
DOI 連結:	http://dx.doi.org/10.1504/IJMC.2016.075019
DOI:	10.1504/IJMC.2016.075019
显示于类别:	[廣播電視學系] 期刊論文

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档案	描述	大小	格式	浏览次数
99-117.pdf		744Kb	Adobe PDF2	372	检视/开启

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