The effects of customization and permission on location-based advertising toward consumer behavioural intention

Fitria Purnama Sari, Herdiansyah Rhamadan, Muhammad Rifki Shihab

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

3 Citations (Scopus)

Abstract

This study analyzes the effects of interactive advertising approach (customization, permission, intrusiveness) and sales promotion on Location-Based Advertising (LBA) toward consumer behavioural intention after receiving LBA. This study uses scenario-based online survey which manipulated the timing, location, message content, and the flow of communication through the process of customization and permission. The data was collected from 835 respondents and was analyzed by using PLS-SEM technique with SmartPLS 2.0. The findings of this study indicate that customization, permission, low level of intrusiveness and sales promotion on LBA have positive effects toward consumer behavioural intention through satisfaction and consumer perceived value.

Original languageEnglish
Title of host publication2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages245-250
Number of pages6
ISBN (Electronic)9781509046294
DOIs
Publication statusPublished - 6 Mar 2017
Event8th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016 - Malang, Indonesia
Duration: 15 Oct 201616 Oct 2016

Publication series

Name2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016

Conference

Conference8th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016
CountryIndonesia
CityMalang
Period15/10/1616/10/16

Keywords

  • behavioural intention
  • customization
  • intrusiveness
  • Location-Based Advertising (LBA)
  • permission
  • PLS-SEM
  • sales promotion
  • SmartPLS 2.0

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