Examining Location-Based Services Usage from the Perspectives of Unified Theory of Acceptance and Use of Technology and Privacy Risk

摘要: ABSTRACT As an emerging service, location-based services (LBS) have not received wide adoption among users. Drawing on both perspectives of Unified Theory Acceptance and Use Technology (UTAUT) privacy risk, this research examined user LBS. We conducted data analysis with structural equation modeling. The results indicated that usage intention is affected by enablers such as performance expectancy inhibitors perceived risk. This implies service providers need to concern technological perceptions risk in order facilitate Keywords: services; UTAUT; concern; trust 1. Introduction Mobile internet has been developing rapidly around the world. Especially, application third generation (3G) communication technologies triggers mobile development. According a report issued China Internet Network Information Center (CNNIC) January 2012, number users exceeded 356 million, accounting for 69% its population (513 million) [CNNIC 2012]. Attracted great market, released variety services, instant messaging (IM), (LBS), games payment. Among them, few IM widely adopted However, many LBS understand factors affecting behavior. Then they can take measures these services. mean present context-related information based their location preferences [Dhar Varshney 2011]. personalized delivers better experience Due advantage, are called killer business [Junglas Watson 2008]. Typical include advertisement, navigation, emergency evacuation check-in bring value may promote utilize users' information. incur increase Users feel tracked providers. Their will negatively affect objective identify from On one hand, represent new application. Thus we apply technology theories unified theory acceptance use explain UTAUT mainly concerned effect effort other behavior be also If high concern, perceive low it necessary integrate examine Extant focused single et al. 2008b; Xu 2011], seldom combined tries fill gap. support our hypotheses. rest paper organized follows. review related literature next section. develop model hypotheses section three. Section four reports instrument development collection. five presents six discusses results. theoretical managerial implications seven. …