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首页> 外文期刊>International Journal Modelling in Operations Management >Empirical analysis of adoption motivations of location-based advertising using partial least squares structural equation modelling
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Empirical analysis of adoption motivations of location-based advertising using partial least squares structural equation modelling

机译：基于偏最小二乘结构方程模型的基于位置的广告采用动机的实证分析

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Location-based advertising is seen as possibly a new type of advertising with the rise of mobile advertising. This study therefore aims to empirically determine the motivations behind the adoption intention of the system. UTAUT2 was used as the basis of variables to explain consumers' acceptance of LBA. Performance expectancy, effort expectancy, social influence, hedonic motivation and perceived risk was used to test the adoption intention of LBA. One hundred data points was collected from the population of the UK using both online and offline questionnaire. The data was analysed using partial least square structural equation modelling. The result shows that only performance expectancy, social influence and hedonic motivations have a positive effect on intention. It was also found that effort expectancy has an indirect effect with intention, which was mediated by performance expectancy. However, effort expectancy and perceived risk were found to have an insignificant effect on intention to use LBA.
机译：随着移动广告的兴起，基于位置的广告可能被视为一种新型的广告。因此，本研究旨在凭经验确定该系统采用意图的动机。 UTAUT2作为变量的基础来解释消费者对LBA的接受程度。绩效预期，预期工作量，社会影响力，享乐动机和感知风险被用来测试LBA的采用意图。使用在线和离线问卷从英国人口中收集了一百个数据点。使用偏最小二乘结构方程模型分析数据。结果表明，只有绩效期望，社会影响力和享乐动机对意图具有积极影响。还发现预期工作量对预期有间接影响，这是由预期绩效介导的。但是，发现预期的工作量和感知的风险对使用LBA的意图影响不大。

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