Investegating the Moderating Effects of Mobile Location-Based Services on Users'' Acceptance

• Main Authors: Sheng-hong Lai, 賴昇鴻
• Other Authors: Jeung-tai Tang
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/25388976735790709258

碩士 === 雲林科技大學 === 資訊管理系碩士班 === 97 === Along with the evolution of mobile communication from 1G to 4G and the popularization of GPS, industries believe that it is time to get involved with research and development of LBS and start marketing Location-Based Services (LBS) in the M-generation. Based on the purpose of understanding the users’ acceptance of LBS, this study has conducted the questionnaire investigation in the northern, middle and southern commerce districts in Taiwan. Consequently, 316 valid questionnaires were returned and were analyzed by the method of structure equation modeling (SEM). Hypotheses and moderating effects were tested according to the proposed model refined in accordance with LBS theme. As a result, the findings revealed that (1) Performance Expectancy, Effort Expectancy, Social Influence, Facilitating Conditions, and Privacy Concern are verfied as significant constructs to users’ acceptance of LBS. To take a step further, samples were grouped by diverse Ages, Gender, Occupation, Educations, Experience, and Personal Innovativeness. The analysis of moderating effects turns out that (2) exogenous factors have significant and distinguish influences on individual groups. The implications of the findings help industries segmentalize population for optimizing resources utilization and achieving the business goal.