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首页> 外文期刊>Journal of Business Research >'Opening' location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice
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'Opening' location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice

机译：“开放式”基于位置的移动广告：基于位置的广告的开放性和位置一致性如何减弱干扰性对品牌选择的负面影响

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摘要

Smartphone apps allow retailers to track the location of their customers and provide the opportunity to reach them with location-based mobile ads. However, the efficacy of these ads often suffers from consumers' feelings of intrusiveness. Little research has investigated how location-based mobile messages should be designed to maximize their effectiveness and avoid undesired outcomes such as feelings of intrusiveness. The present study tested the effect of openness in ad design, in interaction with location congruency of mobile advertising, using a virtual reality supermarket setting. A process of moderated serial mediation demonstrates indirect positive effects of ad openness on brand choice (via intrusiveness and Aad), moderated by location congruency. Specifically, openness in mobile ad design lowers perceived ad intrusiveness, which positively affects consumers' brand choice (via Aad). This effect is stronger for ads that are presented in a location-congruent situation than for location-incongruent ads.
机译：智能手机应用程序使零售商可以跟踪其客户的位置，并提供机会使用基于位置的移动广告来吸引他们。但是，这些广告的效果通常会受到消费者的干扰感。很少有研究调查应如何设计基于位置的移动消息，以最大程度地提高其有效性并避免产生不希望的结果，例如令人不快的感觉。本研究使用虚拟现实超市设置，在与移动广告的位置一致性互动的情况下，测试了广告设计中开放性的影响。适度的串行调解过程表明广告开放度对品牌选择的间接积极影响（通过介入和Aad），并通过位置一致性来缓和。具体来说，移动广告设计中的开放性会降低广告的可感知性，从而对消费者的品牌选择产生积极影响（通过Aad）。对于在与地理位置不一致的情况下展示的广告，此效果要比与地理位置无关的广告更强。

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