Key Drivers of Mobile Location-Based Service Adoption: The Role of Trust and Motivations

• Main Authors: Shiou-Fen Tzeng, 曾秀芬
• Other Authors: 陳文華
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/84888822534537788133

博士 === 國立臺灣大學 === 商學研究所 === 97 === With the booming of Internet and the prevalence of mobile phone, we are facing the changes of lifestyle and continuing moving patterns. These factors bring about mobility in our life. It is extremely personalized to design the location-based mobile commerce applications and services. Because we can not guess what the consumer really need and what they urgently want only from the point of technology, it should be from the consumer side. The purpose of the research is to discover possible factors that influence users’ adoption of mobile service in Taiwan, and to explore how these factors affect one another and further make impact on the users’ intention to use. This study integrates Technology Acceptance Model, Uses and Gratification Theory, trust and user characteristics to develop a conceptual model, and hope to understand what factors influence intentions of using LBS. By integrating theories, this research are nine variables include self-efficacy、perceived sensitivity on contextual pressure、 perceived ease of use, perceived usefulness, trust、subjective norm、attitude, intention and motivation. This research gathers data by questionnaire and the sources from internet, students and workers. The study found that TAM components－perceived ease of use and usefulness－and trust are important and positive influence on intention of using LBS. U&G components, only 「convenience connection motivation」factor has influence on intention. User characteristics also have influence on TAM components. Further, the study integrates two different theories to explore intention of using LBS, and provides「perceived convenience」factor in academic research and applied practice.