Moderating effect of privacy self-efficacy on location-based mobile marketing

Abstract

This study analyses the effects of perceived relevance and perceived vulnerability on approach and avoidance intentions toward Location-Based Mobile Marketing (LBMM) and investigates the moderating effect of Privacy Self-Efficacy (PSE). For this, the study considers two types of consumers' approach intentions and two types of their avoidance intentions to provide a better understanding of LBMM adoption. The results of an online survey of 1864 mobile phone users in the USA indicate that perceived relevance had positive effects of both types of consumers' approach intentions but negative effects only on their willingness to refuse. In addition, perceived vulnerability had positive effects on both types of consumers' avoidance intentions as well as their willingness to pretest. PSE had significant moderating effects on the relationships between perceived relevance/perceived vulnerability and approach/avoidance intentions. These results have important theoretical and practical implications.