Abstract
AbstractBusinesses are paying increasing attention to engaging mobile phones users through location-based services (LBS). LBS on mobile phones presents a tremendous opportunity for businesses to market their products and services. However, using LBS may pose privacy concerns for consumers. An understanding of what facilitates consumers to adopt LBS on their mobile phones and how privacy concerns may inhibit their adoption would help marketers promote LBS services more effectively. A research model was developed based on the technology acceptance model. We augmented the model with privacy concerns and emotional reactions to LBS. Specifically, we investigated whether and how perceived usefulness, ease of use, affective values, and privacy concerns influence consumers' behavioral intentions to adopt LBS and to spread positive word-of-mouth about LBS. Based on data collected from an online survey of 176 potential LBS adopters, we tested the research model using structural equation modeling. The results sugges...
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
