Merchandising/Marketing/Retailing: Branding

Consumers’ Mobile Location-Based Advertising Opt-In Intention

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Abstract

The current study investigates how consumers’ decisions to opt-in/out are made through the trade-off between perceived benefits and risks and how the levels of these perceived benefits and risks are influenced by the intrinsic attributes (i.e., timeliness, personalization, and localization) of MLBA. The study findings revealed that the greater the timeliness and personalization attributes of MLBA, the more the consumers perceive the MLBA beneficial. However, the localization attribute of MLBA increases consumers' perceived risks. The consumers' MLBA opt-in intention positively influenced by the benefit perception and negatively influenced by the risk perception. Sending MLBA to consumers just based on location relevance information can make consumers feel vulnerable and irritated unless they are personalized to the needs of consumers in timely manner.

Keywords: tineliness, localization, personalization, opt-in intention, perceived risks, perceived benefits, Mobile-location-based advertising

How to Cite:

Han, J., Kader, M. & Kwon, W., (2020) “Consumers’ Mobile Location-Based Advertising Opt-In Intention”, International Textile and Apparel Association Annual Conference Proceedings 77(1). doi: https://doi.org/10.31274/itaa.11756