Exploring and modelling digital natives' intention to use permission-based location-aware mobile advertising

Permission-based location-aware mobile advertising (PBLAMA) is a growing phenomenon of interest to marketing practitioners and academics. However, it is unclear what factors influence a user's intention to use or adopt the technology. The objective of this study is to test empirically advertising attitudes, incentives, subjective norms, and perceived behaviour control factors on digital native mobile-phone users' behavioural intentions of using PBLAMA. Multiple regression was used to analyse the results from 260 undergraduate students from New Zealand. The results indicate that digital natives are more likely to adopt PBLAMA if it is entertaining, informative, not irritating, and includes some form of incentive. In addition, subjective norms were found to play a significant positive role, as does the user's confidence (self-efficacy) in use and perceived control.