The Influences of Location-Based Advertising Characteristics on Continued Usage Behavior: The Perspective of the Cognition-Affect-Behavior Model

  • 范 喬瑄

Student thesis: Master's Thesis

Abstract

The popularity of wireless Internet and the global positioning system (GPS) has led to the development of location-based advertising (LBA) Such mobile advertising brings great commercial opportunities to both stores and companies Stores can develop LBA applications on their own or rely on application developers to increase their visibility working with other stores in an alliance However LBA is different from traditional advertising and the greatest difference is that it needs consumers’ real-time location to send the advertisements This study thus uses the cognition-affect-behavior model as theoretical foundation combined with the characteristics of LBA (including positive and negative dimensions) to discuss the influences of LBA on consumers’ emotional arousals (i e energetic arousal tense arousal and pleasure) and their continued usage behaviors The research subjects are consumers who have used LBA Through an online survey 579 valid questionnaires were collected The result of SEM showed a high level of media richness informativeness and credibility could yield utilitarian benefits and thus influence energetic arousal; irritation would cause tense arousal but privacy concerns has no impact on this Moreover energetic arousal and tense arousal have positive and negative impacts on pleasure respectively leading to continued usage behavior In addition this study uses delivery type (pull and push) as a moderator to investigate its influence on the relationship between the two arousals and pleasure The results showed that the pull-and-push moderating effect is significant Lastly this study suggests that LBA application developers should work to enhance the media richness of LBA and provide more related information to consumers Moreover their applications should combine various functions (e g being connected to social networks and allowing mobile payments) to retain existing customers and attract potential ones
Date of Award2016 Aug 2
Original languageEnglish
SupervisorHsin-Hsin Chang (Supervisor)

Cite this

The Influences of Location-Based Advertising Characteristics on Continued Usage Behavior: The Perspective of the Cognition-Affect-Behavior Model
喬瑄, 范. (Author). 2016 Aug 2

Student thesis: Master's Thesis