How location-based messages influence customers' store visit attitudes: an integrative model of message value

Purpose This study aims to develop an understanding of how customers a physical retail store valuate receiving location-based mobile phone messages when they are in proximity the store. It proposes and tests model relating two benefits (personalization location congruency) sacrifices (privacy concern intrusiveness) message value perceptions visit attitudes. Design/methodology/approach The uses vignette-based survey collect data from sample 1,225 fashion retailer. postulated research is estimated using SmartPLS 3.0 with consistent-PLS algorithm further validated via post-hoc test. Findings empirical testing confirms predictive validity robustness reveals that congruency intrusiveness characteristics strongest effects on attitude. Originality/value paper adds underexplored field entry extends previous messaging studies by integrating personalization, congruency, privacy into one model.