Influence of Consumer Innovativeness on Willingness to Use Location-Based Services

• Main Authors: Ming-Li Chen, 陳明俐
• Other Authors: Ying-Jiun Hsieh
• Format: Others
• Language: en_US
• Online Access: http://ndltd.ncl.edu.tw/handle/41937341789826421864

碩士 === 國立中興大學 === 科技管理研究所 === 97 === Location-Based Services (LBS) has been introduced to the market for years; it is a service that provides users with exact location and relevant information about destination. However, it is still a relatively new application for consumers in Taiwan. Hence, how to use appropriate marketing strategy is very important for practitioners in order to attract more consumers to use that. In the past research, technology acceptance model (TAM) is widely utilized to discuss consumers’ willingness to use LBS, but they did not provide enough detail about characteristics of consumers to managers in mobile commerce field to do segmentation. On the other hand, LBS is a innovative service and there are still some consumers who are willing to use the service first; they are called innovators. There are about 2.5% innovators and their venturesome let them have grater willingness to try new goods and even use their influence of opinion leaders to help innovations to spread to markets more quickly. Hence, this study was undertaken to explore different levels of consumer innovativeness and identify innovative consumers of LBS among others. Consumer survey was administrated in this study, through domain specific innovativeness (DSI) scale to measure consumer innovativeness; consumers are grouped into different clusters. It was shown that 6.25% of the respondents were categorized as innovators. In addition, the level of consumer innovativeness was found to be positively related to their willingness to use LBS. Innovators in using LBS owned different lifestyle to others as well. They tend to be leaders in their own social groups and pay more attention on latest trend in new products; they were also likely to broaden their own knowledge. Furthermore, the result of knowledge test indicated that innovators had better understanding about LBS than other consumers did. Innovators also had tendencies to have exploratory information seeking behavior that collected relevant information about new products or services. Therefore, the findings in this study were beneficial for managers in mobile commerce industry. Practitioners in LBS are encouraged to first indentify the innovative consumers among others. Marketer can than use innovators’ influence on their peers to help LBS spread to the market faster. When releasing products, it is also suggested to provide more information about LBS to general consumers to help them understand the application better. This action may increase consumers’ cognition and attract them to purchase mobile devices with LBS.