A Study On User's Acceptance Behavior To Location Based Service Based On Modified UTAUT Model

Location based service is a kind of value-added service. Telecom operators provide the users with the location-related services combining the geographical location which come from GPS application or Base Station Database application with GIS system of the mobile phone. As early as in 2003 telecom operators in China began to get involved in the location based service. But so far their performance is not satisfactory in terms of number of users as well as the size of the market. The location based service was once considered to be the next killer application, but now it still develops slowly. So there is a need to explore the real impact of user's acceptance behavior on LBS usage.This paper is based on UTAUT model combined with the conclusion of the research in user's acceptance behavior on LBS usage. And we take the factors such as "consumer experience", "perceived risk", "consumer trust", "consumer innovation" into the consideration and build up the "LBS acceptance model". This paper also made the consumer behavior survey to validate the model assumptions. At last we get the conclusion that the impact of user's acceptance behavior on LBS usage can be listed from the biggest effect to the smallest as follows:behavioral intention, performance expectancy, perceived risk, effort expectancy, social influence, facilitating conditions, consumer innovation, consumer experience, consumer trust.The paper is divided into five chapters. The first chapter is the introduction on the related background of LBS. And we propose the research process and framework for the lack of response in the current research area. The second chapter is the conclusion on the theory of the technology acceptance behavior area combining with "consumer experience", "perceived risk", "consumer trust", "consumer innovation". In the third chapter we propose the "LBS acceptance model" based on the UTAUT model and then design appropriate questionnaires, make model assumptions. The fourth chapter is the empirical analysis based on the structure model in order to validate the model assumptions. In the fifth chapter we summarize the entire paper and propose appropriate marketing recommendations for the telecom operators.