hrvatski

Towards Understanding Consumers' Acceptance Of Location-Based Services In Mobile Applications

Location-tracking functionalities of digital mobile devices (e.g. smartphones, tablets) induced the development of location-based services (LBS) within mobile applications. LBS provide marketers with the opportunity to enhance mobile marketing activities and interact with consumers in the location-specific context. The aim of this paper is to investigate the role of consumers' perceived value of LBS, attitude towards LBS, and personal innovativeness in their acceptance of LBS in mobile applications. Consumers' intentions to use and actual use of LBS in mobile applications are found to be driven by attitude, perceived value, and to a less extent by personal innovativeness. The proposed model represents a solid starting point for further investigation of acceptance of LBS in mobile applications. Therefore, future research propositions are provided.

location-based services; mobile marketing; consumer behavior

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