Determinants of the Willingness to Use Mobile Location-Based Services

Abstract

Mobile network operators regard mobile location based services as a services category promising considerable business volume. However, up to now, the expectations were not met in full. The questions arise, what the reasons for demand restraint are, and how it can be reduced.

Boaters’ Perceptions of a Mobile App for a Marine Conservation Social Marketing Campaign

“…having it all in one place on an app would be ideal.'' This view seems in line with the findings from previous studies suggesting that the relative advantage of convenience and saving time are important benefits to those looking to adopt a mobile app (Gerpott & Berg, 2011;Hu, Li, & Hu, 2008).…”

“…While some of these findings were unique to this marine context (i.e., compatibility with boaters' values through environmental education opportunities), many were in line with previous research including the importance of incorporating useful features lacking in current technology (Rogers, 2003;Verkasalo et al, 2010) and that the innovation saves the user time (Gerpott & Berg, 2011;Hu et al, 2008) at a relatively low cost (Hu et al, 2008;Rogers, 2003). These theoretical ties are worthy of consideration in campaign planning and implementation as they suggest a structure for systematic consideration of influential factors for increasing and directing the target audience's mobile app adoption likelihood.…”

“…For example, research by Gerpott and Berg (2011) on the adoption of mobile location-based services suggests that an individual's perception of the benefits of using a mobile app was positively related to its adoption. The study findings indicated that relative advantage (e.g., ability of the app to fit an individual's needs and anytime, anywhere access) and reduced complexity (e.g., similarity to technologies the individual is using already) were indicators of mobile app adoption.…”

Role of Privacy Legislations and Online Business Brand Image in Consumer Perceptions of Online Privacy Risk

“…Moreover, numerous studies have found that privacy concerns and privacy risk perceptions positively affect consumers' lurking behavior and selfconcealment [51]. Privacy risk perceptions also negatively affect consumers' willingness to provide personal information [15], [28], [39] and to use online services [20], [21], [68], [69], thereby eventually leading to losses for online businesses [60] and exerting a considerable negative effect on online business performance [59]. Thus, because of the increasing importance of e-marketing and growing concerns regarding online privacy protection [6], the role of privacy risk in e-marketing is more crucial than ever before.…”

“…Furthermore, studies have explored the role of product characteristics such as perceived benefits of service use [10], [16] and compatibility [21] in privacy risk perceptions. Other studies have observed the effects of social influence [20], trust in service providers [20], [39], [50], [63], [68], [69], perceived justice [70], perceived exchange fairness [41], and perceived control [39] on perceived privacy risk.…”