The Moderating Role of Personalization on Attitude-Emotion-Behavior (AEB) Model

Although push notifications have become an important business communication tool, the effect of such technologies on eco-friendly companies remains unclear. This study aims to fill this gap by investigating how smartphone users� attitude toward push notifications affects their behavior toward such companies. Three important findings emerged based on Smart-PLS statistical results from a study of 100 Indonesian smartphone users. First, smartphone users� attitudes toward push notifications significantly and positively influence their emotional value. Second, emotional value strongly affects users� behavioral responses. Third, personalization moderates the relationship between attitude toward push notifications and emotional value and between emotional value and behavioral response. The findings of our study extend the current research repertoires on push notifications and offer a clear direction for future research and managerial suggestions.