Customization in location-based advertising: Effects of tailoring source, locational congruity, and product involvement on ad attitudes

被引：83
|
作者：
Lee, Sangmee [1 ]
Kim, Ki Joon [1 ]
Sundar, S. Shyam [1 ,2 ]
机构：
[1] Sungkyunkwan Univ, Dept Interact Sci, Seoul 110745, South Korea
[2] Penn State Univ, Media Effects Res Lab, University Pk, PA 16802 USA
来源：
COMPUTERS IN HUMAN BEHAVIOR | 2015年 / 51卷
关键词：
Location-based advertising; Customization; Product involvement; Locational congruity; Perceived intrusiveness; CONSUMER RESPONSE; MOBILE COMMERCE; CONTEXT; DESIGN; FRAMEWORK; USABILITY; MEDIATOR; MODEL; POWER;
D O I：
10.1016/j.chb.2015.04.049
中图分类号：
B84 [心理学];
学科分类号：
04 ; 0402 ;
摘要：
This study explores the psychological effects of information tailoring, locational congruity, and product involvement on user attitudes toward location-based advertising (LBA) on mobile devices. Results from a 2 (type of information tailoring: personalization vs. customization) x 2 (level of locational congruity: high vs. low) x 2 (level of product involvement: high vs. low involvement) between-subjects experiment (N = 115) showed that customization and locational congruity were effective strategies for inducing positive attitudes about LBA and its service quality. In addition, the ad's perceived intrusiveness was found to mediate the effects of product involvement on participants' attitudes toward LBA. Implications of the findings are discussed. (C) 2015 Elsevier Ltd. All rights reserved.
引用
收藏
页码：336 / 343
页数：8
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