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

Fitria Purnama Sari; Herdiansyah Rhamadan; Muhammad Rifki Shihab

doi:10.1109/ICACSIS.2016.7872759

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

Fitria Purnama Sari, Herdiansyah Rhamadan, Muhammad Rifki Shihab

Department of Computer Science

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

6 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 language	English
Title of host publication	2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016
Publisher	Institute of Electrical and Electronics Engineers Inc.
Pages	245-250
Number of pages	6
ISBN (Electronic)	9781509046294
DOIs	https://doi.org/10.1109/ICACSIS.2016.7872759
Publication status	Published - 6 Mar 2017
Event	8th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016 - Malang, Indonesia Duration: 15 Oct 2016 → 16 Oct 2016

Publication series

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

Conference

Conference	8th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016
Country/Territory	Indonesia
City	Malang
Period	15/10/16 → 16/10/16

Keywords

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

Access to Document

10.1109/ICACSIS.2016.7872759

Cite this

Sari, F. P., Rhamadan, H., & Shihab, M. R. (2017). The effects of customization and permission on location-based advertising toward consumer behavioural intention. In 2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016 (pp. 245-250). Article 7872759 (2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016). Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/ICACSIS.2016.7872759

Sari, Fitria Purnama ; Rhamadan, Herdiansyah ; Shihab, Muhammad Rifki. / The effects of customization and permission on location-based advertising toward consumer behavioural intention. 2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016. Institute of Electrical and Electronics Engineers Inc., 2017. pp. 245-250 (2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016).

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title = "The effects of customization and permission on location-based advertising toward consumer behavioural intention",

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.",

keywords = "Location-Based Advertising (LBA), PLS-SEM, SmartPLS 2.0, behavioural intention, customization, intrusiveness, permission, sales promotion",

author = "Sari, {Fitria Purnama} and Herdiansyah Rhamadan and Shihab, {Muhammad Rifki}",

note = "Publisher Copyright: {\textcopyright} 2016 IEEE.; 8th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016 ; Conference date: 15-10-2016 Through 16-10-2016",

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Sari, FP, Rhamadan, H & Shihab, MR 2017, The effects of customization and permission on location-based advertising toward consumer behavioural intention. in 2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016., 7872759, 2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016, Institute of Electrical and Electronics Engineers Inc., pp. 245-250, 8th International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016, Malang, Indonesia, 15/10/16. https://doi.org/10.1109/ICACSIS.2016.7872759

The effects of customization and permission on location-based advertising toward consumer behavioural intention. / Sari, Fitria Purnama; Rhamadan, Herdiansyah; Shihab, Muhammad Rifki.
2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016. Institute of Electrical and Electronics Engineers Inc., 2017. p. 245-250 7872759 (2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › peer-review

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Sari FP, Rhamadan H, Shihab MR. The effects of customization and permission on location-based advertising toward consumer behavioural intention. In 2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016. Institute of Electrical and Electronics Engineers Inc. 2017. p. 245-250. 7872759. (2016 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2016). doi: 10.1109/ICACSIS.2016.7872759

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

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