Determinants of Adoption of Location-Based Services in Bangladesh

Abstract

Location-based services (LBSs) are technology related services that can provide individual users with the capability of being constantly reachable and accessing network services while on the move. The growing influence of LBS has attracted significant attention in developing countries like Bangladesh, where LBS is a new tool for the marketers. However, it is yet to become popular among the mass people. It is therefore important to understand the users' intention to adopt and use LBS extensively in their daily life. In this regard, original technology acceptance model (TAM) has been used along with several other factors to develop a conceptual model for this study. Results claim that constructs like self-efficacy, perceived social value, perceived convenience value, personalization, perceived usefulness and perceived ease of use plays vital role in the adoption of LBS in Bangladesh. Accordingly, implications for practice and research, limitations and future research directions of this study are discussed.