Title: Potential consumers' intentions to use LBS in Taiwan

Authors: Ku-Ho Lin; Kuo-Feng Huang; Ya-Yuan Chang; Cin-Hong Jheng

Addresses: Department of Business Administration, National Chung Hsing University, No. 250, Kuo Kuang Rd., Taichung 402, Taiwan ' Department of Business Administration, National Cheng Chi University, Sec. 2, Tz-nan Rd., Wenshan, Taipei 116, Taiwan ' Department of Business Administration, National Chung Hsing University, No. 250, Kuo Kuang Rd., Taichung 402, Taiwan ' Department of Business Administration, National Chung Hsing University, No. 250, Kuo Kuang Rd., Taichung 402, Taiwan

Abstract: The purpose of this study is to propose an integrated model based on the theory of planned behaviour (TPB), and to combine an advertising evaluation model, mobile interaction and trust to explore potential consumer behavioural intentions to use location-based services (LBS). This study collected 331 effective questionnaires and applied structural equation modelling (SEM) to verify the various path relationships of the proposed model. The results showed that antecedents of potential customer attitude were positively affected by several attributes, including credibility, entertainment and interactivity. Potential customer attitudes towards LBS were negatively affected by irritation, which included inappropriate information loading and timing. This study found that potential customer behavioural intentions to use LBS were strongly influenced by their trust of LBS service providers. The results revealed a weak level of institutional trust, which decreases customer behavioural intentions to use LBS. The conclusions provide a reference for the mobile communication industry and prepared LBS promotional strategies.

Keywords: LBS service providers; location-based services; behavioural intentions; mobile marketing; attitude; trust; mobile communications; theory of planned behaviour; TPB; advertising evaluation models; mobile interaction; consumer behaviour; consumer intentions; structural equation modelling; SEM; promotional strategies.

DOI: 10.1504/IJMC.2013.057819

International Journal of Mobile Communications, 2013 Vol.11 No.6, pp.636 - 655

Published online: 21 Nov 2013 *

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