The effects of utilitarian benefit and privacy concern on users' emotional states of using mobile location-based advertisement
Bibliographic Data
| ID | 21451995 |
|---|---|
| Authors | Hsin Hsin Chang (0000-0002-0520-8738, National Cheng Kung University, corresponding author), Shih-Shuo Yeh (0000-0002-4267-8851, National Cheng Kung University), You-Hung Lin (0000-0002-9515-1957, National Cheng Kung University), Yun-An Yeh (National Cheng Kung University), Chiao Hsuan Fan (National Cheng Kung University) |
| Year | 2026 |
| Volume | 45 |
| Issue | 9 |
| Pages | 1807-1828 |
| Publication date | 2026-05-28 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Behaviour and Information Technology (JOURNAL) |
| Journal identifiers | ISSN: 0144-929X • E-ISSN: 1362-3001 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/0144929x.2025.2560547 |
| OpenAlex | W4414555218 |
| Language | EN |
| References cited | 96 |
Mobile location-based advertising (MLBA) integrates geographic information to deliver targeted advertisements, creating novel digital marketing stimuli. Despite its prevalence, limited research has explored how MLBA shapes consumer responses. Drawing on the cognition–affect-behaviour (CAB) model, this study examines the cognitive and emotional mechanisms driving MLBA effectiveness. Specifically, utilitarian benefits (media richness, informativeness, credibility) and privacy concerns (privacy control, privacy policy) are proposed as key cognitive antecedents influencing emotional states—pleasure, energetic arousal, and tense arousal—which in turn affect continued MLBA usage. A survey-based approach yielded 579 valid responses from online MLBA users were analyzed using structural equation modelling. Results indicate that cognitive factors significantly influence both utilitarian benefits and privacy concerns, and that emotional responses predict usage intentions. Notably, dominance does not shape emotions in MLBA, distinguishing this context from prior applications of the CAB model. The study also identifies media richness as a critical utilitarian benefit, extending advertising theory beyond traditional factors. Moreover, delivery type (push vs. pull) moderates the effects of arousal and pleasure on behavioural outcomes. Overall, this research refines the CAB model, highlights the contingent role of delivery format, and provides practical insights for designing mobile advertising strategies that foster continued engagement
Affect (linguistics) · Anonymity · Consumer behaviour · The Internet · Digital Marketing and Social Media · Diverse Topics in Contemporary Research · Technology Adoption and User Behaviour
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Understanding online behavioural advertising
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Atmospheric qualities of online retailing
Location information disclosure in location-based social network services
Common Beliefs and Reality About PLS
The theory of planned behavior
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A Theoretical Extension of the Technology Acceptance Model
Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology
The effects of brand trustworthiness and credibility on location-based advertising
How do mobile app users react to embedded advertising? A perspective from psychological reactance theory
Motivational determinants of continuance usage intention for generative AI
The effect of online privacy policy on consumer privacy concern and trust
Understanding online reviews adoption in social network communities
Attitude-behavior relations
Understanding location-based services users’ privacy concern
The impact of electronic word‐of‐mouth
Dealing with social networking site addiction
Uses and Gratifications Research
Principles and Practice of Structural Equation Modeling
| Citation velocity | historical |
|---|---|
| Highly cited | No |