Does location congruence matter? A field study on the effects of location-based advertising on perceived ad intrusiveness, relevance & value

作者：

Highlights：

• Field experiment examines how individuals react to Location-Based Ads (LBAs).

• In situ data collection via ESM using a context-triggered sampling design.

• Location (semi)congruency has a positive influence on perceived relevance and value.

• LBA has no significant influence on perceived ad intrusiveness.

• Intra-individual variations are significant with all three dependent variables.

摘要

•Field experiment examines how individuals react to Location-Based Ads (LBAs).•In situ data collection via ESM using a context-triggered sampling design.•Location (semi)congruency has a positive influence on perceived relevance and value.•LBA has no significant influence on perceived ad intrusiveness.•Intra-individual variations are significant with all three dependent variables.

论文关键词：Location based advertising,Location-congruency,Intrusiveness,Relevance,Value,Field experiment

论文评审过程：Received 19 January 2016, Revised 1 March 2017, Accepted 1 March 2017, Available online 14 March 2017, Version of Record 26 May 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.03.003