The effects of utilitarian benefit and privacy concern on users' emotional states of using mobile location-based advertisement

Mobile location-based advertising (MLBA) integrates geographic information to deliver targeted advertisements, creating novel digital marketing stimuli. Despite its prevalence, limited research has explored how MLBA shapes consumer responses. Drawing on the cognition–affect-behaviour (CAB) model, this study examines the cognitive and emotional mechanisms driving MLBA effectiveness. Specifically, utilitarian benefits (media richness, informativeness, credibility) and privacy concerns (privacy control, privacy policy) are proposed as key cognitive antecedents influencing emotional states—pleasure, energetic arousal, and tense arousal—which in turn affect continued MLBA usage. A survey-based approach yielded 579 valid responses from online MLBA users were analyzed using structural equation modelling. Results indicate that cognitive factors significantly influence both utilitarian benefits and privacy concerns, and that emotional responses predict usage intentions. Notably, dominance does not shape emotions in MLBA, distinguishing this context from prior applications of the CAB model. The study also identifies media richness as a critical utilitarian benefit, extending advertising theory beyond traditional factors. Moreover, delivery type (push vs. pull) moderates the effects of arousal and pleasure on behavioural outcomes. Overall, this research refines the CAB model, highlights the contingent role of delivery format, and provides practical insights for designing mobile advertising strategies that foster continued engagement.