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

Autori
Škare, Vatroslav ; Ozretić Došen, Đurđana ; Komarac, Tanja ; Mikulić, Josip

Vrsta, podvrsta i kategorija rada
Sažeci sa skupova, sažetak, znanstveni

Izvornik
Proceedings of 6th EMAC Regional Conference “Convergence and Divergence in the New Europe: Marketing Challenges and Issues” / Diamantopoulos, Adamantios ; Schlegelmilch, Bodo B. ; Schuh, Arnold ; Wagner, Udo - Beč : Vienna University of Economics and Business (WU Vienna), 2015

ISBN
978-3-200-04265-0

Skup
Proceedings of 6th EMAC Regional Conference “Convergence and Divergence in the New Europe: Marketing Challenges and Issues”

Mjesto i datum
Beč, Austrija, 16.09.2015. - 18.09.2015

Vrsta sudjelovanja
Ostalo

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
location-based services; mobile marketing; consumer behavior

Sažetak
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.

Izvorni jezik
Hrvatski

Znanstvena područja
Ekonomija

POVEZANOST RADA