Record: oai:ARNO:641734

AuteurV. Fandl
TitelThe effect of message types on the acceptance of location-based push notifications and the mediating roles of perceived fit and skepticism
BegeleiderA. Zerres
FaculteitFaculteit Economie en Bedrijfskunde
OpleidingFEB MSc Business Administration
SamenvattingLocation-based services constitute valuable opportunities for companies to link customers closely to the company, however they are still rarely used and researched. Previous scholars focused, for instance, on privacy concerns and tested different determents on people’s like-lihood of accepting location-based advertising. This thesis contributes to this field by distin-guishing between different types of location-based push notifications and examining the role of perception of fit between the app purpose and the disseminated message as well as skep-ticism regarding potential underlying intentions of the app provider. Due to the notable fit-ness hype over the past years, the main sector of interest is the fitness and health industry. In cooperation with a sports center in Amsterdam, 381 members of this gym were surveyed regarding a complimentary app offered by the sports club. The three push notification types “information-based”, “monetary incentive-based” and “community-building” were tested. It is found that information-based and monetary incentive-based messages lead to higher ac-ceptance when compared to community-building notifications. Further, higher perceived fit of app purpose and message leads to lower skepticism regarding potential motives of the app provider. Both, higher perceived fit and lower skepticism lead to higher acceptance of location-based advertising.
Soort document scriptie master