Factors Affecting User Acceptance on Mobile LBA A comparison among different product types

Abstract

The ubiquity of mobile communication creates new opportunities for marketers. However, the factors that induce consumers to accept location-based service as a mobile advertising medium are not yet fully understood. This paper examines the drivers of consumer acceptance of mobile location-based advertising. A conceptual model and hypotheses are tested with a sample of mobile phone users from universities in Taiwan. Unified Theory of Acceptance and Use of Technology Model (UTAUT) and advertising values are used to develop the drivers of mobile location-based advertising. In addition, although increasing numbers of products are being marketed on the mobile, little effort has been spent on studying how product differences influence user acceptance on mobile location-based advertising. In this research, FCB grid is used to tackle the problem. The results show that social influence, performance expectancy, and facilitating condition are the strongest positive drivers, while privacy concern and effort expectancy was showed little related to the adoption of mobile location-based advertising. Despite the concerns about different product types, our results indicate that product characteristics are not that important to consumers in mobile location-based advertising.

The ubiquity of mobile communication creates new opportunities for marketers. However, the factors that induce consumers to accept location-based service as a mobile advertising medium are not yet fully understood. This paper examines the drivers of consumer acceptance of mobile location-based advertising. A conceptual model and hypotheses are tested with a sample of mobile phone users from universities in Taiwan. Unified Theory of Acceptance and Use of Technology Model (UTAUT) and advertising values are used to develop the drivers of mobile location-based advertising. In addition, although increasing numbers of products are being marketed on the mobile, little effort has been spent on studying how product differences influence user acceptance on mobile location-based advertising. In this research, FCB grid is used to tackle the problem. The results show that social influence, performance expectancy, and facilitating condition are the strongest positive drivers, while privacy concern and effort expectancy was showed little related to the adoption of mobile location-based advertising. Despite the concerns about different product types, our results indicate that product characteristics are not that important to consumers in mobile location-based advertising.