Abstract
Location-Based Services (LBSs) bring unprecedented mobility and personalisation value to nomadic customers and hence have great commercial potential. However, the commercial potential of LBS is obscured by consumer's privacy concerns whereby the LBS provider can misuse confidential personal information and in extreme circumstances jeopardise an individual's social life or finances. Drawing on the privacy calculus theoretical perspective, we study both pull-based and push-based LBS to provide a comprehensive view of LBS adoption. The results reveal that consumer's privacy concerns influence their intention to adopt directly in case of push-based LBS and indirectly through performance expectancy in case of pull-based LBS.
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