The Effects of Personalized Push Notifications on Mobile Shoppers’ Attitude Towards Push Notification Engagement and Acceptance.

• In Event: INFORMATION TECHNOLOGY/INFORMATION SYSTEMS: Consumer Behavior and Information Technology

Abstract

Online companies usually deploy push notifications to disseminate marketing information, negating the anxiety about information arrival. Concurrently, push notification increases constant checking behavior and suppress personal productivity. Furthermore, the intrusive nature of push notifications amplifies frustration and leads to passive push notification acceptance. Our study proposes personalizing push notifications to negate push notifications frustration and increase attitudes toward push notifications. Using a 280-sample size, we investigate the effect of push notifications' personalization. Structural equation model results indicate support for our assumption. Specifically, promotional activities are associated with need-based and location-based matching, increasing attitudes toward push notifications.

Author

• Mbuso Levon Gama, National Cheng Kung University