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

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

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

Izvornik
European Marketing Academy 7th EMAC REGIONAL CONFERENCE Proceedings Where the East kisses the West: Marketing Convergence and Divergence in the New Europe / Arslanagić-Kalajdžić, Maja ; Kadić-Maglajlić, Selma - Sarajevo : Ekonomski fakultet Univerziteta u Sarajevu, 2016, 76-76

ISBN
978-9958-25-122-1

Skup
7th EMAC Regional Conference

Mjesto i datum
Sarajevo, Bosna i Hercegovina, 14.09.2016. - 16.09.2016

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

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

Sažetak
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.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

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

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