Privacy considerations in location-based advertising

Heng Xu, Hock Hai Teo

Research output: Chapter in Book/Report/Conference proceedingConference contribution

5 Scopus citations

Abstract

The emergence of mobile communication and positioning technologies has presented advertisers and marketers with a new type of advertising approach: location-based advertising (LBA). Advertisers could deliver contextually appropriate advertising messages through wireless devices on a geographically targeted basis and could reach mobile consumers when they are most likely to make a purchase (Kolmel and Alexakis 2002). However, because LBA could also associate the lifestyle habits, behaviors, and movements with a consumer's personal identity, privacy concern is particularly salient for LBA. Drawing on the privacy literature and the exchange theory, we employ an experimental approach to develop and test an adoption model by including risk-benefit analysis as the major antecedent to behavioral intention. Two environmental variables-industry privacy self-regulation and privacy legislation-are included to further assess the role of industry self-regulator versus government legislator in bearing the responsibility of assuring consumer privacy. Our findings extend individual adoption research into the new L-Commerce context and offer several important implications for various players in the LBA industry: Wireless advertising service/content providers, merchants, privacy advocates and government legislators.

Original languageEnglish (US)
Title of host publicationDesigning Ubiquitous Information Environments
Subtitle of host publicationSocio-Technical Issues and Challenges - IFIP TC8 WG 8.2 International Working Conference
PublisherSpringer New York LLC
Pages71-90
Number of pages20
ISBN (Print)9780387275604
DOIs
StatePublished - 2005
EventIFIP TC8 WG 8.2 International Working Conference on Designing Ubiquitous Information Environments: Socio-Technical Issues and Challenges - Cleveland, OH, United States
Duration: Aug 1 2005Aug 3 2005

Publication series

NameIFIP Advances in Information and Communication Technology
Volume185
ISSN (Print)1868-4238

Other

OtherIFIP TC8 WG 8.2 International Working Conference on Designing Ubiquitous Information Environments: Socio-Technical Issues and Challenges
CountryUnited States
CityCleveland, OH
Period8/1/058/3/05

All Science Journal Classification (ASJC) codes

  • Information Systems
  • Computer Networks and Communications
  • Information Systems and Management

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