engleski

Towards Understanding Consumers’ Acceptance of Location-Based Services in Mobile Applications: The Role of Perceived Value and Attitude

Location-tracking functionalities of digital mobile devices induced the development of location-based services (LBS) within mobile applications. LBS provide marketers with the opportunity to interact with consumers in the location-specific context. The aim of the paper is to understand better the antecedents of consumers' acceptance of LBS in mobile applications. A structural model was developed to test the relationships between perceived benefits, perceived sacrifices, perceived value, attitude, behavioral intentions, and actual behavior in the context of LBS in mobile applications. Results show that perceived value is a trade-off between perceived benefits and sacrifices (risk, irritation), and has a positive effect on attitude. Behavioral intentions are driven by attitude and positively impact actual behavior. Future research propositions are provided.

location-based services ; mobile marketing ; consumer behavior

This work has been fully supported by Croatian Science Foundation under the project 7913.