| Abstract |
| The purpose of this study was to investigate the influence of evaluation elements on mobile location based advertising(LBA) on user satisfaction, which are perceived usefulness, personalization, immediacy, interactivity and privacy risk, on the moderating effects of user innovativeness.
This study found, First, in the evaluation elements of LBA, perceived usefulness, personalization and interactivity are confirmed to be positively(+) influential to the user satisfaction while privacy risk is negatively(-) influential. Second, the influence of perceived usefulness and privacy risk on user satisfaction, as evaluation elements of LBA is confirmed to be moderated by user innovativeness. These results have provided basic data for researches related to LBA which will be performed in the future as well as practical measures efficiently operative for industry practitioners. |
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| Key Words |
| 위치기반광고, 수용자 혁신성, 이용 만족도, Location Based Advertising, User Innovativeness, User Satisfaction |
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