User Acceptance of Location-Based Mobile Advertising: An Empirical Study in Iran

Kiyana Zolfaghar, Farid Khoshalhan and Mohammad Rabiei
Additional contact information
Kiyana Zolfaghar: K. N. Toosi University of Technology, Iran
Farid Khoshalhan: K. N. Toosi University of Technology, Iran
Mohammad Rabiei: K. N. Toosi University of Technology, Iran

International Journal of E-Adoption (IJEA), 2010, vol. 2, issue 2, 35-47

Abstract: Location-based advertising (LBA) opens up new frontiers for marketers to place their advertisements in front of consumers. LBA is a new form of marketing communication that uses location-tracking technology in mobile networks to target consumers with location-specific advertising on their cell phones. It provides more targeted communication and interaction between the marketer and its potential customers. This paper reviews different aspects of LBA advertising and investigates the drivers of consumer acceptance toward it. Achieving this, a research framework is developed to explore the factors influencing consumer intention for using LBA in Iran. Individuals’ responses to questions about intention to accept/use of LBA advertising were collected and analyzed with various factors modified from UTAUT with main constructs of utility expectancy, trust, effort expectancy, and control. While the model confirms the classical role of utility expectancy and effort expectancy as the key factors in technology acceptance, the results also show that users’ behavioral intentions are influenced by trust and their control on ads flow.

Date: 2010
References: Add references at CitEc
Citations:

Downloads: (external link)
http://services.igi-global.com/resolvedoi/resolve. ... .4018/jea.2010040103 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:igg:jea000:v:2:y:2010:i:2:p:35-47

Access Statistics for this article

International Journal of E-Adoption (IJEA) is currently edited by Hayden Wimmer

More articles in International Journal of E-Adoption (IJEA) from IGI Global
Bibliographic data for series maintained by Journal Editor ().