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Article
Publication date: 27 June 2008

Jengchung V. Chen, William Ross and Shaoyu F. Huang

The purpose of this paper is to show how the development of location‐based services (such as those using global positioning satellite (GPS) systems) has accompanied the

Abstract

Purpose

The purpose of this paper is to show how the development of location‐based services (such as those using global positioning satellite (GPS) systems) has accompanied the growth of mobile telecommunication, providing mobile telephone users with a variety of functions. The paper aims to considers the benefits and concerns that these location‐based services present to consumers.

Design/methodology/approach

The paper identifies issues based on the academic literature, relevant theory, and current mobile telecommunication developments.

Findings

While location‐based services offer many benefits to consumers, issues pertaining to privacy, trust and justice are significant areas of concern.

Research limitations/implications

Testable research propositions pertaining to consumer behaviour are offered to guide future research.

Practical implications

Socially‐responsible telecommunication firms should consider the issues that are raised here. They should adopt policies to safeguard data, build trust, and offer consumers fair policies as the firms offer location‐based services.

Originality/value

While much has been written about GPS systems and wireless telecommunications, almost no empirical research has been conducted and little theoretical guidance has been offered to prospective researchers. The paper reviews the literature from a variety of disciplines and identifies important theoretical areas to guide future research on consumer behaviour. The paper identifies important issues for researchers and managers.

Details

info, vol. 10 no. 4
Type: Research Article
ISSN: 1463-6697

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Article
Publication date: 1 December 2005

Minna Pura

To analyze the direct effect of perceived value dimensions (monetary, convenience, social, emotional, conditional and epistemic value) on attitudinal and behavioral…

Abstract

Purpose

To analyze the direct effect of perceived value dimensions (monetary, convenience, social, emotional, conditional and epistemic value) on attitudinal and behavioral components of loyalty: commitment and behavioral intentions to use location‐based mobile services.

Design/methodology/approach

An online survey for users of a mobile location‐based directory service “Where is the nearest?”

Findings

The behavioral intentions were most influenced by conditional value; the context, in which the service is used, followed closely by commitment and to some extent monetary value. Commitment can be enhanced through building emotional value and conditional value by focusing on offering fun service experiences in the right context. The influence of social and epistemic value was not significant.

Research limitations/implications

Further research is encouraged on the relative importance of the value dimensions' influence on loyalty in global markets.

Practical implications

The minor influence of monetary value as well as the high influence of conditional value implies that the one‐dimensional value measures are not applicable in a mobile context where decisions are often made spontaneously and based on situational needs. Effective marketing strategies need to take into account the contextual use and emphasize either convenience or emotional value.

Originality/value

The paper introduces new context relevant concepts and develops a multidimensional perceived value and loyalty model. Results give practical implications on how to increase awareness of location‐based services (LBS) in a way that gives a realistic picture of how LBS create value for customers.

Details

Managing Service Quality: An International Journal, vol. 15 no. 6
Type: Research Article
ISSN: 0960-4529

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Article
Publication date: 5 January 2015

Shang Gao, John Krogstie, Trond Thingstad and Hoang Tran

The purpose of this paper is to develop a mobile service, based on anonymous location-based data, to help students find available reading rooms on a university campus. To…

Abstract

Purpose

The purpose of this paper is to develop a mobile service, based on anonymous location-based data, to help students find available reading rooms on a university campus. To evaluate this mobile service, both a usability test and a technology acceptance test were carried out.

Design/methodology/approach

The research followed a design science approach, including developing a prototype and evaluating the developed prototype.

Findings

The results from the usability test indicated good usability of the developed mobile service. The results from the technology acceptance test demonstrated students’ intention to use this mobile service. Most respondents indicated that they would like to use this mobile service to find available reading rooms when they are on campus.

Research limitations/implications

The results imply that there are other contexts where anonymous location-based data are also useful. A similar mobile service can be developed for other contexts, such as, hospital complexes, shopping malls, and airports.

Originality/value

To the authors best knowledge, the authors have not found any mobile services aiming at counting the density of people residing in a room by using anonymous user location-based data on a university campus. This research fills this gap by developing the mobile service, called finding reading rooms.

Details

The International Journal of Information and Learning Technology, vol. 32 no. 1
Type: Research Article
ISSN: 2056-4880

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Article
Publication date: 31 December 2006

Artem Katasonov, Jari Veijalainen and Markku Sakkinen

In this paper, we develop and evaluate an approach to assessing the content quality in a location‐based service (LBS). The proposed approach, instead of assessing the…

Abstract

In this paper, we develop and evaluate an approach to assessing the content quality in a location‐based service (LBS). The proposed approach, instead of assessing the quality in absolute terms such as completeness or accuracy, measures the effect that the imperfection of the content is having on the reliability of that specific LBS. We apply the basic ideas from Software Reliability Engineering (SRE), but develop a modification of SRE, 2‐Branch, in order to separate content quality from other factors, such as positioning imprecision, and to reduce the measurement error. In our experimental study, we first compare 2‐Branch to the standard SRE, after which we experimentally analyze some properties of SRE methodology as such in the context of an LBS. The experiments indicate that 2‐Branch has in most cases a lower measurement error than the standard SRE. A corollary to that is that 2‐Branch can achieve, therefore, as low an error level as the standard SRE, using a worse and thus cheaper oracle. Getting a good oracle is probably the main cost factor in evaluating the quality of an information service, thus being able to use a cheaper one may result in significant savings.

Details

International Journal of Pervasive Computing and Communications, vol. 2 no. 1
Type: Research Article
ISSN: 1742-7371

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Article
Publication date: 11 February 2019

Shweta Pandey and Deepak Chawla

The purpose of this paper is to identify the impact of factors derived from the unified theory of user acceptance of technology (performance expectancy, effort expectancy…

Abstract

Purpose

The purpose of this paper is to identify the impact of factors derived from the unified theory of user acceptance of technology (performance expectancy, effort expectancy, social influence, facilitating conditions, age, gender) and of those drawn from literature (perceived risk, perceived enjoyment and innovativeness) on the adoption of m-commerce in India. It also suggests implications of these for the consumer behavior theory practitioners and marketers.

Design/methodology/approach

Data were collected using an online survey from 321 respondents, split into two groups (high and low adoption level users) based on the usage scores of the four categories of m-commerce- location-based, transaction-based, entertainment and content delivery. Logistic regression technique was used to identify the prominent factors among the nine identified influencers to understand the differences between the two groups.

Findings

The findings of this paper are sample biasness, self-reported m-commerce adoption level, limited m-commerce categories and specific context.

Research limitations/implications

Except the two factors of performance expectancy and facilitating conditions, all other variables discriminate between low and high adoption levels of m-commerce services in India. Social influence, perceived enjoyment and innovativeness were the three main factors that were found to have the most significant impact on the discrimination levels of m-commerce service users in India. Further, it was found that women and the younger generation users of m-commerce showed a greater propensity for adopting m-commerce practices.

Practical implications

Marketers need to focus on key factors like social influence, perceived enjoyment, perceived risk and effort expectancy to persuade the young and innovative consumer target groups increase their adoption of m-commerce services.

Originality/value

This is the first study of its kind to explore factors that distinguish users with low and high levels of m-commerce adoption, by taking into consideration all four categories of m-commerce (transaction-based, content delivery, location-based and entertainment). In doing so, it highlights the need for marketers to focus on factors beyond facilitating conditions and performance expectancy, to enhance the adoption of m-commerce practices.

Details

Journal of Enterprise Information Management, vol. 32 no. 1
Type: Research Article
ISSN: 1741-0398

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Article
Publication date: 25 November 2013

Khanh Tran Dang, Nhan Trong Phan and Nam Chan Ngo

The paper aims to resolve three major issues in location-based applications (LBA) known as heterogeneity, user privacy, and context-awareness by proposing an elastic and…

Abstract

Purpose

The paper aims to resolve three major issues in location-based applications (LBA) known as heterogeneity, user privacy, and context-awareness by proposing an elastic and open design platform named OpenLS privacy-aware middleware (OPM) for LBA.

Design/methodology/approach

The paper analyzes relevant approaches ranging from both academia and mobile industry community and insists the importance of heterogeneity, user privacy, and context-awareness towards the development of LBA.

Findings

The paper proposes the OPM by design. As a result, the OPM consists of two main component named application middleware and location middleware, which are cooperatively functioned to achieve the above goals. In addition, the paper has given the implementation of the OPM as well as its experiments. It is noted that two privacy-preserving techniques at two different levels are integrated into the OPM, including Memorizing algorithm at the application level and Bob-tree at the database level. Last but not least, the paper shows further discussion about other problems and improvements that might be needed for the OPM.

Research limitations/implications

Each issue has its sub problems that cause more influences to the OPM. Besides, each of the issues requires more investigations in depth in order to have better solutions in detail. Therefore, more overall experiments should be conducted to assure the OPM's scalability and effectiveness.

Practical implications

The paper hopefully promotes and speeds up the development of LBA when providing the OPM with suitable application programming interfaces and conforming the OpenLS standard.

Originality/value

This paper shows its originality towards location-based service (LBS) providers to develop their applications and proposes the OPM as a unified solution dealing with heterogeneity, user privacy, and context-awareness in the world of LBS.

Details

International Journal of Pervasive Computing and Communications, vol. 9 no. 4
Type: Research Article
ISSN: 1742-7371

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Article
Publication date: 14 June 2013

Felix T.S. Chan and Alain Yee‐Loong Chong

The purpose of this paper is to examine the factors examining the determinants of users' mobile commerce (m‐commerce) usage activities.

Abstract

Purpose

The purpose of this paper is to examine the factors examining the determinants of users' mobile commerce (m‐commerce) usage activities.

Design/methodology/approach

Data were collected from 402 users in Malaysia, and structural equation modelling analysis was employed to test the research model.

Findings

The results showed that different demographic, motivation and security perceptions variables have different relationships with the types of m‐commerce usage activities.

Practical implications

The results from this study will be useful for m‐commerce companies in formulating appropriate marketing strategies, as well as developing appropriate applications that will attract more consumers.

Originality/value

Although past literatures have focused on technological aspects of m‐commerce, few studies have examined the applications and strategies of m‐commerce. Furthermore, most studies on m‐commerce adoptions have focused on the relationships between technology adoption factors and behavioural intentions of users. There are few studies which have investigated the actual m‐commerce usage activities of users.

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Article
Publication date: 12 March 2018

Linwan Wu and Matthew A. Stilwell

Location-based mobile games, like Pokémon GO, have been tremendously prevalent in recent years. Marketing professionals have considered this type of game as a promising…

Abstract

Purpose

Location-based mobile games, like Pokémon GO, have been tremendously prevalent in recent years. Marketing professionals have considered this type of game as a promising marketing platform. The purpose of this study is to explore the marketing potential of location-based mobile games by examining players’ responses to sponsors featured in Pokémon GO.

Design/methodology/approach

A survey was conducted among gamers of Pokémon GO to examine the psychological process of the gameplay, and how it influences some marketing outcomes. A conceptual model was built based on the survey results.

Findings

Results indicated that gamers of Pokémon GO experienced spatial presence, which positively influenced their attitudes toward and intentions to visit the sponsors. Moreover, spatial presence was positively influenced by players’ game engagement, perceived mobility and contextual perceived value. Some motives of playing Pokémon GO were also identified, including the entertainment motive and social motive.

Originality/value

This study is the first one to analyze the marketing potential of Pokémon GO, which is a successful location-based mobile game. The results are meaningful to marketing professionals who are interested in this innovative media platform. This study is also the first one to apply the theory of spatial presence to the investigations of this type of game. It showcases the power of this theory in guiding the research of interactive marketing with mobile gaming.

Details

Journal of Research in Interactive Marketing, vol. 12 no. 1
Type: Research Article
ISSN: 2040-7122

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Article
Publication date: 15 November 2011

Jim Hahn

This paper seeks to suggest a model for location‐based recommendation services that enable greater access to print and electronic resources.

Abstract

Purpose

This paper seeks to suggest a model for location‐based recommendation services that enable greater access to print and electronic resources.

Design/methodology/approach

The paper takes the form of a synthesis of previous work in basic and applied collections‐based wayfinding incorporating library and information science (LIS) literature on user context and system recommendations.

Findings

The paper identifies problems that will need to be solved before implementation of the production‐level recommendation service and suggests possible implications the system may have on reference and instruction services.

Originality/value

The paper provides computing workflows necessary to implement a library recommendation service based on user location. iPhone Software Developer Kit templates are leveraged for modeling data and interface prototypes. Use cases and user models are developed.

Details

Reference Services Review, vol. 39 no. 4
Type: Research Article
ISSN: 0090-7324

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Article
Publication date: 4 April 2016

Hiroki Takatsuka, Seiki Tokunaga, Sachio Saiki, Shinsuke Matsumoto and Masahide Nakamura

The purpose of this paper is to develop a facade for seamlessly using locating services and enabling easy development of an application with indoor and outdoor location…

Abstract

Purpose

The purpose of this paper is to develop a facade for seamlessly using locating services and enabling easy development of an application with indoor and outdoor location information without being aware of the difference of individual services. To achieve this purpose, in this paper, a unified locating service, called KULOCS (Kobe-University Unified LOCating Service), which horizontally integrates the heterogeneous locating services, is proposed.

Design/methodology/approach

By focusing on technology-independent elements [when], [where] and [who] in location queries, KULOCS integrates data and operations of the existing locating services. In the data integration, a method where the time representation, the locations and the namespace are consolidated by the Unix time, the location labels and the alias table, respectively, is proposed. Based on the possible combinations of the three elements, an application-neutral application programming interface (API) for the operation integration is derived.

Findings

Using KULOCS, various practical services are enabled. In addition, the experimental evaluation shows the practical feasibility by comparing cases with or without KULOCS. The result shows that KULOCS reduces the effort of application development, especially when the number of locating services becomes large.

Originality/value

KULOCS works as a seamless facade with the underlying locating services, the users and applications consume location information easily and efficiently, without knowing concrete services actually locating target objects.

Details

International Journal of Pervasive Computing and Communications, vol. 12 no. 1
Type: Research Article
ISSN: 1742-7371

Keywords

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