Predicting user-level marketing performance of location-based social networking sites

Abstract

ABSTRACTThis research aims at developing a framework for evaluating the user-level marketing performance of location-based social network services. Based on DeLone and McLean’s electronic commerce success model, we proposed a conceptual model to measure the marketing success of a firm participating in location-based services (LBSs). In order to test the research model proposed, we conducted an empirical study where we gathered data from a questionnaire survey using 254 current users of location-based social networking sites. The results of data analysis reveal that information quality, system quality, and trust have no significant effects on intention to use LBSs, but significant effects on user satisfaction. Furthermore, findings indicate that user satisfaction has a significant effect on marketing performance, whereas intention to use LBSs has no such effect. We suggested implications and future research directions based on these findings.