Exploration of Location-Based Services Adoption

Exploration of Location-Based Services Adoption

Brad McKenna (University of Portsmouth, UK), Tuure Tuunanen (University of Jyväskylä, Finland) and Lesley A. Gardner (University of Auckland, New Zealand)
DOI: 10.4018/978-1-4666-9845-1.ch062
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Abstract

The purpose of this chapter is to explore aspects of user perceptions of their use of location-based services. As mobile technologies become more ubiquitous in the general population, it is reasonable to assume that individuals will consume services and software to enhance their aspirations and entertainment desires. This study begins by constructing a location-based service prototype simulation. It then conducts an experiment and analysis based on the Unified Theory of Acceptance and Use of Technology (UTAUT) model. A survey was developed to extract usage information from participants, followed by an analysis of the results using PLS. The analysis shows significant indicators that suggest behaviour patterns of early adopters of location-based services are being observed. This chapter applies the UTAUT model using a location-based service experiment to understand the underlying perceptions of individuals who may adopt location-based services. The authors study the effects of multiple parameters on the use of a location-based service simulation. Through this simulation and a following survey, current perceptions of LBS are investigated and insights gained.
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Literature Review

In this section we review literature to provide a theoretical basis for our empirical study. Firstly, we indicate salient evidence to support market groups, attitudes, awareness and use of these products (May, et al., 2007). At this time the literature on LBS is sparse and concentrates mainly on peripheral elements associated with these systems. Secondly, we review literature on technology acceptance and adoption and focus on understanding the characteristics and behaviour of groups who are potential early adopters in order to provide more indication of the rate of uptake of LBS (Rogers, 2003). Within this review we also refer to contemporary applications and their usage, Global Positioning Systems (GPS) and the use of social media based LBS.

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