Motivations underlying Vietnamese consumers' post-adoption behaviours of mobile contextual advertising: focusing on advertising value and security risk

摘要

This study tailors an advertising value and security risk-based post-adoption behaviour model toward mobile contextual advertising (CAD). Three-hundred sixteen valid responses were gathered to assess the reliability and validity of the model. The structural equation modelling (SEM) was applied for evaluating hypothesis testing. The findings expose that post-adoption behaviours are motivated by the predominance of advertising value over security risk. Besides, a mechanism of advertising value based on choice value paradigm (CVP) and a manner of alleviating security risk via compliance factors are unravelled. Furthermore, use intention and seeking information intention increase the explanatory significance. This research guides marketers to understand how to adopt effective marketing trajectories based on the equivalence between advertising value for customers and information usage for firms' business purposes. Also, firms' guarantee policies associated with the validity of a comprehensive regulatory framework must be considered to address security risk in CAD.