TY - CONF AB - <span style="font-size:12.0pt;line-height:107%;font-family:&quot;Times New Roman&quot;,serif;mso-fareast-font-family:&quot;Times New Roman&quot;;color:black;mso-ansi-language:EN-US;mso-fareast-language:EN-US;mso-bidi-language:AR-SA">This paper proposes&nbsp;a conceptual model that identifies the types of benefits and risks consumers may&nbsp;trade-off&nbsp;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.,&nbsp;innovativeness, risk aversion) that may moderate the benefit-risk trade-off.</span> AU - Jinhee Han, Mohammad Shahidul Kader, Wi-Suk Kwon DA - 2019/12// DO - 10.31274/itaa.8344 IS - 1 VL - 76 PB - Iowa State University Digital Press PY - 2019 TI - The Benefit-Risk Trade-Off in Consumers’ Decision to Opt-In Location-Based Advertising T2 - International Textile and Apparel Association Annual Conference Proceedings UR - https://www.iastatedigitalpress.com/itaa/article/id/8344/ ER -