The Benefit-Risk Trade-Off in Consumers’ Decision to Opt-In Location-Based Advertising
This paper proposes a conceptual model that identifies the types of benefits and risks consumers may trade-off to form their location-based advertising opt-in/out decision and the intrinsic attributes of LBA that may give rise to consumers’ perceptions of these benefits and risks. The model also proposes consumer characteristics (e.g., innovativeness, risk aversion) that may moderate the benefit-risk trade-off.
Keywords: Perceived Risk, Perceived Benefit, Location-based advertising, Opt-in, Mobile Advertising
How to Cite:
Han, J. & Kader, M. & Kwon, W., (2019) “The Benefit-Risk Trade-Off in Consumers’ Decision to Opt-In Location-Based Advertising”, International Textile and Apparel Association Annual Conference Proceedings 76(1). doi: https://doi.org/10.31274/itaa.8344