Chinese customer preferences towards different types of location-based advertising.

Mobile advertising is gaining momentum in recent years. Advertising with location awareness function provides users with more relevant advertisements. Due to the increasing amount of mobile internet users, sending advertisings through mobile devices is feasible. The number of worldwide mobile internet users is expected to achieve 2.23 billion at the end of 2014 (eMarker, 2014) and approximately ¼ of them are Chinese mobile users (East-Asia-Intel.com, 2014). To that end it is crucial to investigate the factors that influence consumers’ attitude toward location-based advertising, and the relationship between attitude and intention. A survey of 224 Chinese respondents showed that the perceived ease of use, perceived innovativeness and interactivity influence consumer’s attitude towards different types of location-based advertising. The study concludes with presenting the theoretical contributions, the managerial implications, and the avenues for further research.