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.
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.