The Study Of Influential Factors Of Self-Construal On User Acceptance Behavior To Location Based Service

Location based service (LBS) is the service use the location information getting from telecom operator’s wireless communication network or GPS to offer user related value-added service. Because of the convenience of it, LBS are rapid developed in China. So, the research of influential factors on user acceptance behavior to LBScould give advices to service providers.The study based on technology acceptance model, innovatively added the theory of self-construal on the research of related literature review and set up the model of the influential factors on user acceptance behavior to LBS. The study uses the survey to validate the assumption.Through the testify by the model, the study get the result of the influential factor of LBS, they can be listed from the biggest influence to the smallest as behavior intention, related self-construal, effort expectancy, independent self-construal, Facilitating Conditions, Social Influence, Performance Expectancy. With the conclusion, the study offered the developing advice to LBS, which could be useful to the future development.