The Effects of Consumption Values on the Use of Location-Based Services on Smartphones

The Effects of Consumption Values on the Use of Location-Based Services on Smartphones

Jing Zhang (San José State University, USA) and En Mao (Nicholls State University, USA)
DOI: 10.4018/978-1-4666-1939-5.ch001
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This project is designed to understand what factor drives consumers’ behavioral intentions to use and to speak positively about mobile location-based services (LBS). A model was developed based on the Theory of Consumption Values (Sheth et al, 1991a, 1991b), positing the effects of five consumption values on such behavioral intentions. The five values are functional values exemplified by perceived usefulness and ease of use, social value, emotional value, epistemic value, and conditional value. Use behavior is also studied to reveal the learning process in the LBS context, i.e., consumers learn about their five values towards using LBS from their actual use. An online survey was conducted among 226 LBS users. The research model was tested by using SmartPLS. The authors found that consumers’ consumption values significantly influenced their intentions to use LBS and to spread positive word-of-mouth about LBS. Use behavior was also shown to significantly predict the five consumption values at varying degrees. The chapter concludes with both theoretical and business implications of the findings.
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Studies On Location-Based Services (Lbs)

A growing number of studies have focused on location-based or location-aware services (e.g., Barnes, 2003; Casal, 2004; Chen et al., 2006). As a seminal piece, Barnes (2003) examines the technologies, applications, and strategic issues associated with the commercialization of LBS. Since then, two areas of LBS research have been studied: technological infrastructures for LBS (Chen et al., 2006; Gu & Chen, 2005; Priggouris et al., 2008; Wu & Wu, 2006) and security and privacy issues associated with SMMS (Casal, 2004; Chen et al., 2008; Junglas et al., 2008; Xu, 2010). In the first area, for example, Gu and Chen (2005) proposed using technological service management for location-aware services with the goal of reducing network signaling and lowering cost. Moreover, keeping customers in mind, Zhang (2003) proposed a generic framework for delivering personalized and adaptive content to mobile users. The second area not only addresses users’ increasing concerns of LBS on security and personal privacy, empirical studies are also conducted to reveal the influence of psychological factors, such as users’ personality traits (Junglas et al., 2008) and locus of control (Xu, 2010), on their concerns.

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Table of Contents
In Lee
In Lee
Chapter 1
Jing Zhang, En Mao
This project is designed to understand what factor drives consumers’ behavioral intentions to use and to speak positively about mobile... Sample PDF
The Effects of Consumption Values on the Use of Location-Based Services on Smartphones
Chapter 2
Torsten J. Gerpott
The present study analyzes (1) how customers of mobile network operators (MNO) perceive attributes of mobile Internet (MI) offers, (2) how these... Sample PDF
Attribute Perceptions as Factors Explaining Mobile Internet Acceptance of Cellular Customers in Germany: An Empirical Study Comparing Actual and Potential Adopters with Distinct Categories of Access Appliances
Chapter 3
Ángel Hernández-García, Ángel Francisco Agudo-Peregrina, Santiago Iglesias-Pradas
The main results from the study confirm the influence of the variables from Technology Acceptance Model –perceived ease of use and perceived... Sample PDF
Adoption of Mobile Video-Call Service: An Exploratory Study
Chapter 4
Moutusy Maity
This study compares consumer decision-making experiences across two channels (m-commerce and e-commerce), and investigates the moderating role of... Sample PDF
Consumer Information Search and Decision-Making on M-Commerce: The Role of Product Type
Chapter 5
Sudarsan Jayasingh, Uchenna Cyril Eze
A mobile coupon is a new form of sales promotion tool used by marketers to advertise their products or services. This chapter examines key factors... Sample PDF
Consumers’ Adoption of Mobile Coupons in Malaysia
Chapter 6
Vanessa Ratten
Mobile banking is a technological innovation that is changing the way business is conducted. One of the most entrepreneurial and learning orientated... Sample PDF
Mobile Banking in the Youth Market: Implications from an Entrepreneurial and Learning Perspective
Chapter 7
Uchenna Cyril Eze, Yew Siang Poong
Mobile commerce is increasingly becoming a key aspect of human activities with the advancement of mobile technology and services. This chapter... Sample PDF
Consumers’ Intention to Use Mobile Commerce and the Moderating Roles of Gender and Income
Chapter 8
Michelle Carter, Varun Grover, Jason Bennett Thatcher
With increasing ubiquitousness of information technologies (IT), identity issues have begun to attract the attention of IS researchers. While some... Sample PDF
Mobile Devices and the Self: Developing the Concept of Mobile Phone Identity
Chapter 9
Markus Salo, Thomas Olsson, Markus Makkonen, Lauri Frank
Mobile augmented reality (AR) based applications enable digital content to be connected with the user’s real world surroundings. To begin with, the... Sample PDF
User Perspective on the Adoption of Mobile Augmented Reality Based Applications
Chapter 10
Eusebio Scornavacca, Sid L. Huff, Hartmut Hoehle, Adam Sutherland
While mobile sales force automation (mSFA) has been studied by a number of researchers, little is yet known about the impact of these solutions on... Sample PDF
Perceptions of the Impact of Mobile Sales Force Automation on Salespeople’s Performance
Chapter 11
Vanessa Ratten
Mobile reading devices are leading the world into another communications revolution and means of conducting everyday activities. The acceptance of... Sample PDF
Adoption of Mobile Reading Devices in the Book Industry
Chapter 12
Ozlem Hesapci-Sanaktekin, Irem Somer
With the improvements in communication technologies and the increased need for mobile communication among users, the mobile communication industry... Sample PDF
Mobile Communication: A Study on Smart Phone and Mobile Application Use
Chapter 13
Ali Acilar
Mobile phones are one of the fastest-adopted innovations in history. Globally, mobile phones have rapidly become widespread in most parts of the... Sample PDF
Factors Affecting Mobile Phone Use Among Undergraduate Students in Turkey: An Exploratory Analysis
Chapter 14
Kaan Varnali
Social networks are migrating to mobile. Mobile social networks combine community-level interactivity with mobile communications and... Sample PDF
Mobile Social Networks: Communication and Marketing Perspectives
Chapter 15
Veronica Liljander, Johanna Gummerus, Minna Pihlström, Hanna Kiehelä
Consumers use their mobiles phones more intensely than ever before to access core and supporting services, such as product information, games... Sample PDF
Mobile Services as Resources for Consumer Integration of Value in a Multi-Channel Environment
Chapter 16
Wesley J. Johnston, Hanna Komulainen, Annu Ristola, Pauliina Ulkuniemi
The mobile service landscape is changing quickly as a result of innovations in technology. Due to the emergent nature of the mobile business field... Sample PDF
Mobile Advertising in Small Retailer Firms: How to Make the Most of It
Chapter 17
Shalini N. Tripathi, Masood H. Siddiqui
Mobile advertising is a potentially powerful tool for direct and interactive marketing. Unlike e-commerce, the acceptance of m-commerce by customers... Sample PDF
Designing Effective Mobile Advertising with Specific Reference to Developing Markets
Chapter 18
In Lee
Radio Frequency Identification (RFID) technology is rapidly expanding its application area from simple inventory management to advanced location... Sample PDF
Justifying RFID Investment to Enable Mobile Service Applications in Manufacturing and Supply Chain
Chapter 19
Opal Donaldson, Evan W. Duggan
Globally, the telecommunications industry is transitioning from a business model that relied heavily on voice communication as the primary source of... Sample PDF
Assessing Mobile Value-Added Preference Structures: The Case of a Developing Country
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