Mobile location-based advertising: how information privacy concerns influence consumers' attitude and acceptance

This study investigates the effect of information privacy concerns on consumers' attitude toward and acceptance of mobile location-based advertising (LBA), and the moderating role of the type of mobile LBA, namely push versus pull. Using an online experiment (N = 224), it was found that consumers' attitude toward mobile LBA has a direct positive effect on their intention to accept it, and information privacy concerns have a direct negative effect on acceptance intentions. Moreover and most important, the findings indicate that information privacy concerns influence consumers' attitude only in the case of push, but not pull, LBA. In conclusion, the type of mobile LBA (i.e., push versus pull) is crucial in understanding consumers' attitudes and acceptance of mobile LBA