手機定位廣告（MLBA）已成為市場上普遍的行銷手法，然而過程因涉及到追蹤個人
位置訊息，引起許多用戶隱私疑慮。過去文獻主要著重在研究不同手機定位廣告的策略差異，並發現推式策略（Push）因缺乏事先徵求用戶同意，更會產生用戶隱私疑慮並降低其對於手機定位廣告的接受度；而通常礙於成本考量，拉式手機定位廣告鮮少應用於市場上。因此，我們認為在顧客收到推式手機定位廣告的過程中，將會引發威脅評估和自我保護動機。以保護動機理論為架構，我們假設廣告來源透明度和金錢獎勵可以作為適應性獎勵，竟而影響用戶隱私疑慮。本研究旨在推式手機定位廣告背景下，通過 3 × 2 組間實驗設計法，探討使用者對於廣告來源透明度之不同程度（無／低／高）與金錢獎勵（無／有）對於用戶隱私疑慮的影響以及後續對於手機定位廣告的接受度、購買意願。研究結果顯示在推式策略的情況下，廣告來源透明度對提升用戶之手機定位廣告的接受度具有直接效果，並發現金錢獎勵除了可以調節用戶隱私疑慮對手機定位廣告的接受度以及購買意願。

Mobile location-based advertising (MLBA) which has become a common practice in the marketplace. However, MLBA also brings about customers' privacy concerns because it tracks personal location. Previous studies have focused on the difference of MLBA approaches and found it push MLBA can increase more privacy concerns and hinder their adoption than pull MLBA. Moreover, the pull MLBA (with an explicit request) is rare in authentic marketplaces due to the expansive costs. We argued that when customers read personalized ads from push MLBA derive threat appraisal and self-protection motivation. Enlightened from the protection motivation theory, we assumed that ad source transparency and monetary rewards might serve as maladaptive rewards to diminish potential threats of push MLBA. This study investigates the effect of ad source transparency, monetary rewards on customers' privacy concerns and how it will affect their acceptance toward MLBA and purchasing intention afterward in the context of push MLBA. Using 3 (user perceived transparency level: none/low/high) by 2 (monetary rewards: none/with promotion) between-subjects design, this study aims to conduct six video-based scenario experiments to examine the underlying mechanisms. By using analysis of variance (ANOVA) and multiple linear regression for data analysis, the result of this study shows ad source transparency can increase MLBA acceptance; Monetary rewards not only can moderate user's privacy concerns toward MLBA acceptance but increase purchasing intention.

TABLE OF CONTENT
ABSTRACT---------------------------------------------------------i
1. INTRODUCTION--------------------------------------------------1
2. LITERATURE REVIEW AND HYPOTHESIS------------------------------5
2.1 Protection Motivation Theory---------------------------------6
2.2 Understanding User’s Privacy Concern for MLBA----------------8
2.3.1 Maladaptive Rewards----------------------------------------10
2.3.2 Intrinsic Rewards: Perceived Ad Transparency---------------11
2.3.3 Different Positioning Technologies as Ad Transparency------13
2.3.4 Extrinsic Rewards: Monetary Rewards------------------------15
3. METHODOLDY----------------------------------------------------17
3.1 Scale Instrument---------------------------------------------17
3.2 Experiment Design--------------------------------------------20
3.3 Participants-------------------------------------------------21
3.4 Procedure and Task-------------------------------------------22
4. DATA ANALYSIS AND RESULTS-------------------------------------23
5. DISCUSSION AND CONCLUSION-------------------------------------28
5.1 Theoretical and Managerial Implications----------------------30
5.2 Limitations--------------------------------------------------31
5.3 Conclusion---------------------------------------------------32
REFERENCES-------------------------------------------------------33
APPENDIX A. SURVEY INSTRUMENT------------------------------------37
APPENDIX B. SCENEARIO-BASED VIDEO LINK---------------------------39

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