{"title":"如何减少客户对使用基于位置的广告的隐私担忧?实证调查","authors":"Radhika Aggarwal, Sanjay Dhingra, Sanjiv Mittal","doi":"10.1080/17489725.2023.2256701","DOIUrl":null,"url":null,"abstract":"Location-based advertising (LBA) allows marketers to send personalised communications to customers in real-time based on their real-time location. However, customers must divulge their personal information in order to enjoy the benefits of LBA. This raises serious privacy concerns on the part of customers. Very few research studies have looked into the factors that might alleviate customers’ concerns about their privacy when utilising LBA. Therefore, this research attempts to address this research gap and examines the factors that might reduce the privacy concerns of customers towards using LBA. The research model for the study is developed using privacy calculus theory to predict the behavioural intention of the customers towards using LBA. The data of 383 respondents who have experience using LBA was evaluated using Structural Equation Modelling (SEM). The findings indicate that advertising value has a favourable influence and privacy concerns have an unfavourable influence on customers’ intentions to use LBA where advertising value plays a much more important role. Privacy self-efficacy and brand trust play an influential role in reducing privacy concerns. By contrast, privacy policy stimulates even more privacy concerns, thereby impacting the intention of the customers towards using LBA.","PeriodicalId":44932,"journal":{"name":"Journal of Location Based Services","volume":"3 1","pages":"0"},"PeriodicalIF":1.2000,"publicationDate":"2023-09-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"What reduces the privacy concerns of the customers towards the use of location-based advertising? An empirical investigation\",\"authors\":\"Radhika Aggarwal, Sanjay Dhingra, Sanjiv Mittal\",\"doi\":\"10.1080/17489725.2023.2256701\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Location-based advertising (LBA) allows marketers to send personalised communications to customers in real-time based on their real-time location. However, customers must divulge their personal information in order to enjoy the benefits of LBA. This raises serious privacy concerns on the part of customers. Very few research studies have looked into the factors that might alleviate customers’ concerns about their privacy when utilising LBA. Therefore, this research attempts to address this research gap and examines the factors that might reduce the privacy concerns of customers towards using LBA. The research model for the study is developed using privacy calculus theory to predict the behavioural intention of the customers towards using LBA. The data of 383 respondents who have experience using LBA was evaluated using Structural Equation Modelling (SEM). The findings indicate that advertising value has a favourable influence and privacy concerns have an unfavourable influence on customers’ intentions to use LBA where advertising value plays a much more important role. Privacy self-efficacy and brand trust play an influential role in reducing privacy concerns. By contrast, privacy policy stimulates even more privacy concerns, thereby impacting the intention of the customers towards using LBA.\",\"PeriodicalId\":44932,\"journal\":{\"name\":\"Journal of Location Based Services\",\"volume\":\"3 1\",\"pages\":\"0\"},\"PeriodicalIF\":1.2000,\"publicationDate\":\"2023-09-10\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Location Based Services\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1080/17489725.2023.2256701\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q4\",\"JCRName\":\"TELECOMMUNICATIONS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Location Based Services","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1080/17489725.2023.2256701","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"TELECOMMUNICATIONS","Score":null,"Total":0}
What reduces the privacy concerns of the customers towards the use of location-based advertising? An empirical investigation
Location-based advertising (LBA) allows marketers to send personalised communications to customers in real-time based on their real-time location. However, customers must divulge their personal information in order to enjoy the benefits of LBA. This raises serious privacy concerns on the part of customers. Very few research studies have looked into the factors that might alleviate customers’ concerns about their privacy when utilising LBA. Therefore, this research attempts to address this research gap and examines the factors that might reduce the privacy concerns of customers towards using LBA. The research model for the study is developed using privacy calculus theory to predict the behavioural intention of the customers towards using LBA. The data of 383 respondents who have experience using LBA was evaluated using Structural Equation Modelling (SEM). The findings indicate that advertising value has a favourable influence and privacy concerns have an unfavourable influence on customers’ intentions to use LBA where advertising value plays a much more important role. Privacy self-efficacy and brand trust play an influential role in reducing privacy concerns. By contrast, privacy policy stimulates even more privacy concerns, thereby impacting the intention of the customers towards using LBA.
期刊介绍:
The aim of this interdisciplinary and international journal is to provide a forum for the exchange of original ideas, techniques, designs and experiences in the rapidly growing field of location based services on networked mobile devices. It is intended to interest those who design, implement and deliver location based services in a wide range of contexts. Published research will span the field from location based computing and next-generation interfaces through telecom location architectures to business models and the social implications of this technology. The diversity of content echoes the extended nature of the chain of players required to make location based services a reality.