Examining the adoption and continuous usage of context-aware services

Abstract

Context-aware services such as Global Positioning System (GPS) and Location Based Services (LBS) can be used to acquire information and services at any time from anywhere in various contexts. It is critical to study how user perceptions and intentions are affected in different decision-making processes. Based on the Technology Acceptance Model and Expectation Confirmation Theory, this research examines a two-stage theoretical model of consumer adoption of context-aware services by studying an example of an intelligent tourist guide Xi-Hu-Tong (West Lake tour). We focus on the formation mechanisms of user decisions in the initial adoption stage, and on feedback and evaluation mechanisms in the post-adoption stage. According to our data analysis using structural equation modeling, we find that relative advantage, motivational needs, and personal situations have significant impacts on user initial adoption intention. Additionally, usage experience has a significant impact on expectation confirmation and satisfaction. Usage experience also influences user satisfaction, reinforcing the emergence of post-adoption behaviors such as continuous usage and recommendations. Together, these results illustrate the dynamic process that encourages consumers who begin as potential users to eventually become loyal users.