Abstract
The purpose of this study is to examine the factors influencing usage intention of Location-Based Advertising (LBA) and moderating effects of gender. This model tests various theoretical research hypotheses relating to LBA, service and individual characteristics, and Technology Acceptance Model (TAM). The target population of this study was LBA users. The results of hypothesis testing are as follows. First, personalization and ubiquity positively influence attitudes toward LBA and irritation negatively influence attitudes toward LBA. Second, coupon proneness and flow experience positively influence attitudes toward LBA. Finally, personalization and ubiquity to attitudes toward LBA for females are significantly larger than those for males. And coupon proneness and flow experience to attitude for males are significantly larger than those for females. The results of this study will provide various implications to improve usage intention of LBA.
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