行動上網與定位系統日趨普及化，定位性廣告已成為近年來廠商爭相攫取的商機。商家可藉由連鎖廠商或聯盟召集製作定位性廣告app以增加曝光率，也藉此服務拉近顧客之間的距離。因此，消費者對定位性廣告的認知與是否會持續使用與進行購買是本研究所要探討之議題。本研究採認知影響行為模式理論，探討定位性廣告特性、認知風險與利益以及消費者對定位性廣告之態度是否影響未來持續使用與購買意圖。研究以網路問卷方式共蒐集273份有效問卷，以結構方程模式進行資料分析與假設檢定。分析結果顯示，俱資訊性和個人化之定位性廣告較能為消費者帶來利益，公開個人資訊的同時也為消費者帶來風險；認知風險與利益同時皆會影響消費者對定位性廣告的態度。此外消費者態度也會影響其是否會到該廣告商店進行消費，以及持續使用該定位性廣告App。最後本研究建議app之開發商能夠加強定位性廣告資訊的豐富程度，並且藉由結合更多強勢的資訊平台，加強資訊個人化以提供更符合消費者需求的資訊，進而提升消費者購滿意願與持續使用意願。

Wireless networks and global positioning system (GPS) applications have recently become very popular. Location-based advertising (LBA) is a new business opportunities available for both factories and stores. Many chain enterprises and alliances develop LBA applications for increasing store visibility and establish good relationships with customers. Thus, the consumer perceptions of LBA, continuous use and purchase intention are the key topic of study in this research. Cognitive-affective-behavior theory is adopted to investigate LBA apps characteristics, perceived risk and benefits, and consumer attitude towards the LBA; and the effect of attitude on continuous use and intention of visiting the store. A web-based survey was used and collected a total of 273 valid questionnaires. Structural equation analysis was used for data analysis. The results indicated that the characteristics of informativeness and personalization have the most positive impact to the perceived benefit, but also bring perceived risk to the consumer; perceived benefit and perceived risk have effect on consumer attitude towards LBA. Besides, attitude also has effect on the intention of continuous use the LBA and visiting to the store. The study suggested that LBA app developers can enhance the richness of information and combine it with the platforms to contain a lot of consumer information. Therefore they can upgrade the consumer’s satisfaction to be more willing to purchase and reuse the LBA app.

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