Smartphone apps allow retailers to track the location of their customers and provide the opportunity to reach them with location-based mobile ads. However, the efficacy of these ads often suffers from consumers’ feelings of intrusiveness. Little research has investigated how location-based mobile messages should be designed to maximize their effectiveness and avoid undesired outcomes such as feelings of intrusiveness. The present study tested the effect of openness in ad design, in interaction with location congruency of mobile advertising, using a virtual reality supermarket setting. A process of moderated serial mediation demonstrates indirect positive effects of ad openness on brand choice (via intrusiveness and Aad), moderated by location congruency. Specifically, openness in mobile ad design lowers perceived ad intrusiveness, which positively affects consumers’ brand choice (via Aad). This effect is stronger for ads that are presented in a location-congruent situation than for location-incongruent ads.
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PurposeThis study aims to develop an understanding of how customers of a physical retail store valuate receiving location-based mobile phone messages when they are in proximity of the store. It proposes and tests a model relating two benefits (personalization and location congruency) and two sacrifices (privacy concern and intrusiveness) to message value perceptions and store visit attitudes.Design/methodology/approachThe study uses a vignette-based survey to collect data from a sample of 1,225 customers of a fashion retailer. The postulated research model is estimated using SmartPLS 3.0 with the consistent-PLS algorithm and further validated via a post-hoc test.FindingsThe empirical testing confirms the predictive validity and robustness of the model and reveals that location congruency and intrusiveness are the location-based message characteristics with the strongest effects on message value and store visit attitude.Originality/valueThe paper adds to the underexplored field of store entry research and extends previous location-based messaging studies by integrating personalization, location congruency, privacy concern and intrusiveness into one validated model.
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User experience (UX) research on pervasive technologies faces considerable challenges regarding today's mobile context-sensitive applications: evaluative field studies lack control, whereas lab studies miss the interaction with a dynamic context. This dilemma has inspired researchers to use virtual environments (VEs) to acquire control while offering the user a rich contextual experience. Although promising, these studies are mainly concerned with usability and the technical realization of their setup. Furthermore, previous setups leave room for improvement regarding the user's immersive experience. This paper contributes to this line of research by presenting a UX case study on mobile advertising with a novel CAVE-smartphone interface. We conducted two experiments in which we evaluated the intrusiveness of a mobile locationbased advertising app in a virtual supermarket. The results confirm our hypothesis that context-congruent ads lessen the experienced intrusiveness thereby demonstrating that our setup is capable of generating preliminary meaningful results with regards to UX. Furthermore, we share insights in conducting these studies.
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Key factors in the public acceptance of biometric systems are non-intrusiveness, ease of use, and trust. In this paper we propose a biometric identity verification system consisting of a non-intrusive virtual mirror interface, and a face verifier using fractal coding to store the biometric template on a smart-card. The virtual mirror interface assists the user to obtain a frontal face image. The limited memory requirements of the fractal template and processing requirements of fractal decoding enable the implementation of the verification procedure on a smart-card. This set-up facilitates non-intrusive and easy to use biometric verification, and provides trust by adding a visualization to the biometric yes/no decision. Since the system does not require user assistance, it enables secure access over the Internet.
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