| abstract |
| Background Location Based Advertising(LBA) using location information is activated on a smartphone platform and plays a central role in domestic and international mobile advertising. It takes on the nature of information going beyond the ads for customers and provides better benefits to both advertisers and users. However, LBA also raises sensitive privacy issues on the serious violation of individual`s rights by using personal information and location information. Therefore, this research aimed to identify the influence of LBA evaluation elements(perceived usefulness, personalization, immediacy, interactivity, and privacy risk) on the intention of continuous use and recommendation intension.
Methods The survey was carried out on adult males and females in their 20s and 30s who have used pull type LBA with their smartphone. The survey period was 15days from July 15th to 29th of 2015 and 218 response results were used for the final analysis. Method of analysis may be summarized as follows: first, frequency analysis and descriptive statistics analysis were used to identify the data error and the characteristics of samples; second, factor analysis was carried out to confirm the construct validation for each criterion and chronbach`s alpha coefficient was used to verify the confidence of variables for each criterion; third, regression analysis was used as a method of research hypothesis testing set for this research.
Result First, factors of perceived usefulness, personalization, and interactivity among the evaluation elements on LBA are verified to have a positive effect on the intention of continuous use even though immediacy and immediacy, privacy risk factors don`t have any meaningful impact. Second, among the evaluation elements on LBA, perceived usefulness, personalization, and interactivity turn out to have a positive effect and privacy risk turn out to have a negative effect on the recommendation intension. And immediacy has not turned out to have any meaningful impact.
Conclusion The activation of LBA required the marketing strategy considering the positive effect such as usefulness, personalized information provision, interactivity and overcoming the negative effect of privacy risk. Therefore, we can say that reliability improvement of LBA supply company for personal information protection will be important to reduce the concerns about information disclosure. In addition, marketing paradigm should be changed to vitalize LBA advertising, In other words, marketing strategies interlocked with useful services based on consumer confidence should be constructed to make consumers feel they are coming into information or service rather than advertisings. |
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| Key Words |
| 위치기반광고, 지속적 이용의도, 추천의도, Location Based Advertising, Intention of Continuous Use, Recommendation Intension |
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