The effects of mobile phone use motives on the intention to use location-based advertising: the mediating role of media affinity and perceived trust and risk

This study investigated the effect of consumers' motives for using a mobile phone on mobile phone affinity which, in turn, influences their intention to use location-based advertising (LBA) with plausible mediators such as perceived risk and trust. The results highlighted the pivotal role of media affinity, in that consumers' affinity for mobile phones not only directly transfers to their intention to use LBA but also neutralizes the negative influence of perceived risk on LBA use intention. Additional findings also suggested the importance of earning mobile users' trust for the success of an LBA campaign. The theoretical and practical implications of the findings have been discussed.