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 |  全文筆數/總筆數 : 112721/143689 (78%)
造訪人次 : 49506160      線上人數 : 869
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
搜尋範圍 查詢小技巧：
  • 您可在西文檢索詞彙前後加上"雙引號"，以獲取較精準的檢索結果
  • 若欲以作者姓名搜尋，建議至進階搜尋限定作者欄位，可獲得較完整資料
    •  進階搜尋


    請使用永久網址來引用或連結此文件: https://nccur.lib.nccu.edu.tw/handle/140.119/110615


    題名: Determinants of mobile consumers’ perceived value of location-based mobile advertising and user responses
    作者: 林翠絹
    Lin, T. T. C.
    貢獻者: 廣電系
    關鍵詞: 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
    上傳時間: 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
    資料類型: article
    DOI 連結: http://dx.doi.org/10.1504/IJMC.2016.075019
    DOI: 10.1504/IJMC.2016.075019
    顯示於類別:[廣播電視學系] 期刊論文

    文件中的檔案:

    檔案 描述 大小格式瀏覽次數
    99-117.pdf744KbAdobe PDF2399檢視/開啟


    在政大典藏中所有的資料項目都受到原著作權保護.


    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.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - 回饋