Extending UTAUT to Predict the Use of Location-Based Services

The popularization of smartphones has brought about substantial changes in location-based services (LBS). As recent advances in wireless communication technology have allowed affordable data service fees, and current smartphones are equipped with GPS (Global Positioning System), LBS are emerging as next-generation ‘killer apps’. However, diffusion of LBS has been increasing potential privacy violations due to the abuse of location information. This research-in-progress aims to verify a research model focusing on actual users of LBS applications; it is to test the effects of LBS attributes, namely ubiquity, accuracy, security, and controllability on performance/effort expectancy, and those of major variables of UTAUT on use of LBS. Most importantly, privacy concern is included in the model as a moderating variable. The results of this study will offer practical implications to LBS providers, application developers, and concerned individuals in the government. The implications will particularly include guidelines on protection of personal location information