Consumer Acceptance and Behavioral Responses to Location-Based Marketing: Evidence in Vietnam

Abstract

As location-based marketing (LBM) is increasingly implemented through Wi-Fi infrastructures in retail environments, understanding consumer acceptance and behavioral responses has become particularly important, especially in emerging markets such as Vietnam. This study examines consumer acceptance of Wi-Fi-based location advertising and its influence on behavioral intentions. Drawing on large-scale survey data collected by Nielsen, the research analyzes how perceived value, message personalization, Wi-Fi usage habits, willingness to share personal information, and privacy concerns shape consumers’ acceptance of LBM. The findings indicate that perceived value and message personalization have a significant positive effect on acceptance of Wi-Fi-based marketing. In contrast, privacy and data security concerns negatively influence consumer attitudes and behavioral intentions. However, these negative effects are attenuated among consumers with frequent Wi-Fi usage and a higher willingness to disclose personal information when clear benefits are perceived. Furthermore, acceptance of LBM plays a mediating role in driving positive behavioral responses, including advertising acceptance, brand interaction, purchase intention, and store revisit intention. This study provides empirical evidence on consumer responses to Wi-Fi-based LBM in Vietnam and contributes to the literature by highlighting the conditions under which location-based advertising can effectively balance personalization benefits and privacy concerns in emerging markets.