Abstract While the practice of sending out location-based advertising (LBA) messages via smart devices is increasingly popular, relatively little is known about how consumers cope with such personalized advertising messages and the disclosure of their personal information. Applying the persuasion knowledge model (PKM), we propose that consumers form attitudes and behavioral intentions based on their persuasion knowledge and their understanding of how LBA works, which affect their assessment of its benefits and harms. Perhaps more importantly, we examine different dimensions of persuasion knowledge by exploring to what extent objective and subjective persuasion knowledge have differential impacts on consumers’ benefit/harm assessments as well as attitudinal responses to LBA. A total of 246 useable responses were obtained from an online survey and structural equation modeling was employed for data analyses. The results confirmed the proposed model; consumers cope with LBA by making assessments of benefits (financial and utility benefits) and harms (privacy concerns) based on their persuasion knowledge (objective and subjective) and form attitudes toward LBA, which ultimately affect their intention to disclose personal information as well as their decision to accept or reject LBA.

中文翻译：

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消费者如何应对基于位置的广告 (LBA) 和个人信息披露：说服知识、感知利益和危害以及对 LBA 的态度的中介作用

摘要 虽然通过智能设备发送基于位置的广告 (LBA) 消息的做法越来越流行，但对于消费者如何应对此类个性化广告消息以及其个人信息的泄露，人们知之甚少。应用说服知识模型（PKM），我们建议消费者根据他们的说服知识和他们对 LBA 工作原理的理解形成态度和行为意图，这会影响他们对其利弊的评估。也许更重要的是，我们通过探索客观和主观说服知识在多大程度上对消费者的利益/伤害评估以及对 LBA 的态度反应有不同的影响，来检验说服知识的不同维度。从在线调查中获得了总共 246 个可用的响应，并采用结构方程模型进行数据分析。结果证实了所提出的模型；消费者通过基于他们的说服知识（客观和主观）评估利益（财务和效用利益）和危害（隐私问题）来应对 LBA，并形成对 LBA 的态度，最终影响他们披露个人信息的意图以及他们的决定接受或拒绝 LBA。