Research Of Factors Influencing Tourists' Intention To Use Location Based Service On Social Network

Location-Based Service(LBS)in social network is a new type of function,by integrating the trajectory of users' behavior and the location information,and strengthening the relationship between social network and location,it facilitates the establishment of the relationship between users and environment.Along with the increasing requirement for LBS in social network,more and more tourists are looking forward to sharing their location information through mobile phones,and to marking and searching for people and place around.Therefore,to the providers of LBS in social network,understanding the using behavior and the similarities of tourists is significant.First,through the establishment of precise tourists behavior model,analyzing their behavior could help providers of LBS locate the market precisely and launch the customized marketing action;second,understanding tourists' using behavior facilitates the evaluation of service quality and direction of development for the providers of LBS;third,understanding the similarities of user behavior could help providers of LBS offer more customized services,including searching for communities,making the itinerary and the recommending system.From the perspective of tourists,basing on the literature review,expert consultation and questionnaire survey,this study integrates the Unified Theory of Acceptance and Use of Technology 2(UTAUT2)and applies the privacy concern theory to construct the LBS acceptance model in social network and to propose related hypothesis.This study also explores the factors that effect tourists' use of LBS.According to the results of ANOVA,factor analysis,correlation analysis and structural equation model analysis,some valuable conclusions in terms of theory and practice come out.Performance Expectancy,Social Influence,Hedonic Motivation and Habit have positive significant impact on Behavioral Intention toward LBS in social network,and Performance Expectancy plays the most significant role.In addition,this study found that Social influence on the level of 0.05 has negative significant correlate with Privacy Concern,which proved that the higher degree of tourists' Social Influence,make more weak on their Privacy Concerns.The innovation of this study:1)it explored the factors that influence the use of LBS of tourists under the background of China,2)it integrated and tested the feasibility of UTAUT2 in China.This study proposes some management suggestions for providers of LBS,and proposes some policy advises for government,and provides a new perspective for researchers of this area.This study will promote the healthy and rapid development of LBS in China.