Customization in location-based advertising: Effects of tailoring source, locational congruity, and product involvement on ad attitudes.
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) × 2 (level of locatio...
| Publicado en: | Computers in Human Behavior Vol. 51; pp. 336 - 344 |
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| Autores principales: | , , |
| Formato: | Artículo |
| Publicado: |
Elsevier B.V.
Oct2015 Part A
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| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=103726333&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 103726333 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 07475632 JC4 jtl: Computers in Human Behavior issn: 07475632 maglogo: N pubinfo: dt: Oct2015 Part A vid: 51 pid: 2410 pub: Elsevier B.V. artinfo: ui: 103726333 10.1016/j.chb.2015.04.049 ppf: 336 ppct: 8 formats: tig: atl: Customization in location-based advertising: Effects of tailoring source, locational congruity, and product involvement on ad attitudes. aug: au: Lee, Sangmee Kim, Ki Joon Sundar, S. Shyam affil: Department of Interaction Science, Sungkyunkwan University, 326 International Hall, 53 Myeongnyun-dong 3-ga, Seoul 110-745, Republic of Korea Media Effects Research Laboratory, Pennsylvania State University, 306 James Building, University Park, PA 16802, United States su: Advertising Consumer attitudes Cell phones sug: subj: Advertising Consumer attitudes Cell phones Other Services Related to Advertising Outdoor Advertising Electronics Stores Electronic components, navigational and communications equipment and supplies merchant wholesalers Radio and Television Broadcasting and Wireless Communications Equipment Manufacturing Wireless Telecommunications Carriers (except Satellite) keyword: Customization Location-based advertising Locational congruity Perceived intrusiveness Product involvement Customization Location-based advertising Locational congruity Perceived intrusiveness Product involvement ab: 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) × 2 (level of locational congruity: high vs. low) × 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. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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