基于用户感知价值的移动端位置广告服务消费者采纳意愿研究

Research on consumer adoption intention of mobile location advertising service based on user perceived value

基于用户感知价值视角,从感知利益和感知付出两方面,分析了移动营销服务中用户对移动端位置广告服务的采纳意愿,以及性别差异对消费者采纳意愿的影响。采用结构方程模型对586份样本数据进行检验分析,研究发现享乐价值、功能价值、体验价值是影响用户移动端位置广告服务使用态度及意愿的主要驱动力,隐私关注和感知风险对用户使用态度具有显著的负面影响。此外,在性别差异的研究中发现,男性对服务使用所带来的隐私关注感知程度较高,女性用户对广告推送造成的风险感知程度较低。

In this paper,users′adoption intention for location-based advertising service in mobile marketing was explored from the perspective of perceived benefit and the perceived sacrifice based on user perceived perspective.Meanwhile,this paper also studied the influence of gender differences on user adoption intention.By employing the structural equation model methodology,the data of 586 samples were analyzed.The results show that the hedonic value,functional value and experiential value are the main driving forces of users′attitudes and use intention for mobile location-based advertising service.Privacy concerns and perceived risks have significant negative effects on users′attitudes to use.In addition,it was fund from the research of gender differences that male users pay more attention to the privacy concern.In contrast,female users are less awareness of the risk in the mobile advertising services.