How the content of location-based advertisings influences consumers’ store patronage intention
Abstract
Purpose
With the development of location-based services and mobile phones, local retailing stores have the opportunity to send location-based advertisings (LBAs) to consumers at a right time and right place. However, knowledge about the influence of LBAs on consumers’ store patronage is limited. The purpose of this paper is to understand how the content of LBAs influences consumers’ store patronage intention. In particular, the paper investigates the influence of perceived accuracy and transaction cost reduction from the content of LBAs on consumers’ store patronage intention through the emotional reactions of pleasure and arousal.
Design/methodology/approach
This study developed a theoretical model to examine how the content of LBAs influences the store patronage intention of consumers. Empirical data were collected from 351 undergraduate and graduate students. The partial least squares technique was used to test the research model.
Findings
Perceived accuracy and transaction cost reduction from the content of LBAs have a significant influence on the store patronage intention of consumers through pleasure and arousal. Brand image and purchase plan are control variables.
Originality/value
Knowledge about the influence of LBAs on consumer store patronage is limited. This study provides empirical evidence about how perceived accuracy and transaction cost reduction from the content of LBAs affect the emotional reactions of consumers and then determine their store patronage intention.
Keywords
Acknowledgements
This work was supported by the National Natural Science Foundation of China (71302093, 71720107004).
Citation
Zhu, D.H., Sun, H. and Chang, Y.P. (2017), "How the content of location-based advertisings influences consumers’ store patronage intention", Journal of Consumer Marketing, Vol. 34 No. 7, pp. 603-611. https://doi.org/10.1108/JCM-10-2016-1957
Publisher
:Emerald Publishing Limited
Copyright © 2017, Emerald Publishing Limited