感知价值对用户LBS广告接受意愿的影响研究——基于关系类型的调节作用

摘要

The perceived value is divided into five dimensions, they are perceived cost, conditional value, security value, social value, cognitive value, based on the relationship type, the paper explores the impact mechanism of perceived values on user 's accept intention to LBS advertising by empirical research methods. The results show user 's willingness to accept LBS advertising are significantly affected by those five dimensions of perceived value; and the relationship type have moderating effects on the correlation between perceived values (perceived cost, conditional value, social value, cognitive value) and accept intention. The study provides some suggestions for enterprises in improving user's acceptance of LBS advertising.%将感知价值分为感知成本、情境价值、安全价值、社交价值和认知价值五个维度,基于用户关系类型的不同,运用实证的方法探讨感知价值对用户LBS广告接受意愿的影响机制. 研究结果表明:感知价值五个维度均显著影响用户对LBS广告的接受意愿;关系类型调节了感知成本、情境价值、安全价值、认知价值与用户LBS接受意愿的关系. 研究结果对商家提高用户LBS广告接受意愿提供了一定的借鉴.