Factor Reserch On College Student Adoption Of Location-based Commercial Information Service

With the development of mobile positioning and network technology, the mobile e-commerce become a reality, Location-based business information service is one of the typical representatives. As the combination of the mobile positioning technology and business information services, the new mode of commercial information communication mode satisfies consumers’ diverse, professional and personalized needs, It is considered to be the trend of e-commerce in the future. College students with the curiosity to new things and high-degree education, is an important location-based business information service using groups. In this paper, we defined the college students as the research object, using questionnaire survey and literature research, to explore the affecting factors of the college students’adoption to location-based business information service.This research according to New media weigh needs theory, defining the intention to use as the dependent variable, join some independent variables, to explore the affecting factors of college students’ adoption to LBCIS through the mutual relation. Study found that gender, and the type of mobile phone has significant influence on the adoption of LBCIS, perceived usefulness and perceived ease of use are positively related to the use intention; Perceived risk and perceived cost is negatively related to the use intention; Competent specification, use requirements and use motivation are related to use intention.It founds that factors such as college students’ gender factors, the ease of operation, the potential risks in the process of using services, service contents and forms of the service adoption intention have significant effect on the adoption of LBCIS. Based on those we take some suggestions:firstly, the operators shall formulate corresponding promotion strategy; secondly, reducing the technical difficulty of operation, and improving the convenience of operation; thirdly, the operators should strengthen their own information management, try to avoid privacy risks through technology improvement; fourthly, increase investment in innovation to provide diversified services.The innovation of this study:Starting from audience’s adopted factors, with the aid of the concept of perceived risk in consumer behavior, based on th New media weigh needs theory, using quantitative research methods, provide new perspectives for the research on location-based commercial information services.