The emergence of Location-Based Mobile Advertising (LBA) on mobile phones is a recent phenomenon that has profoundly changed consumers' shopping behavior. In this context, little is known about the influence of LBA on the purchasing intention of users. Based on the Theory of Reasoned Action (TRA) and the Privacy Calculus Theory (PCT), this study develops an impact model and empirically tests it using structural equation modeling (SEM) with data from 294 users in Germany of the PAYBACK mobile app. It was found that purchase intentions are influenced by the constructs “User Attitude towards LBA” and “Disclosure of Personal Information.” “User Attitude towards LBA” is dependent on how users perceive the various app functionalities. These effects are significantly enhanced by the app's “Location Context Quality.” The construct “Intention to disclose personal information” depends on the constructs “Perceived benefit” and “Perceived risks of disclosure of personal information,” while “Perceived benefit” is also enhanced by the “Location Context Quality” of the app.

手机上基于位置的移动广告（LBA）的出现是一种新近发生的现象，深刻改变了消费者的购物行为。在这种情况下，关于LBA对用户购买意愿的影响知之甚少。基于合理行动理论（TRA）和隐私演算理论（PCT），本研究开发了一个影响模型，并使用结构方程模型（SEM）对来自德国PAYBACK移动应用程序的294位用户的数据进行了经验测试。发现购买意图受“用户对LBA的态度”和“个人信息的披露”结构的影响。“用户对LBA的态度”取决于用户如何看待各种应用功能。应用程序的“位置上下文质量”可显着增强这些效果。