Moderating Role of Mobile Users' Information Privacy Concerns Towards Behavioural Intention and Use Behaviour in Mobile Advertising

Mobile advertising provides a platform for marketers to reach individual consumers without time or location constraints. However, the technological convenience might change the lifestyle of consumers. Nowadays, the mobile phone is indispensable to the daily lives of humans. However, mobile advertisements have seriously intruded into the privacy of users. The issue of intrusion of privacy in mobile advertising might limit the receptiveness of users towards mobile advertisements. Therefore, this paper aims to discuss the role of the mobile users' information privacy concerns (MUIPC) (i.e., perceived surveillance, perceived intrusion and secondary use of personal data) on the relationship between the intentions of mobile users and their use of mobile advertising. Lastly, this paper is useful to provide insights for marketers to stimulate the intentions of users and their use behaviour of mobile advertising with consideration of MUIPC.