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Refining mobile location-based service adoption: the lens of pull effect- and push effect-related motivations

Author

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  • Xuan Cu Le

Abstract

Purpose - Mobile location-based service (m-LBS) seems like a new class of personalized service due to location positioning technologies. This work aims to investigate consumer readiness (RED) toward m-LBS based on integrating pull effect- and push effect-related factors into the technology acceptance model (TAM). Design/methodology/approach - An online survey collected data from 423 participants, and the research framework was analyzed using structural equation modeling (SEM). Findings - The results divulge that consumer RED is determined by TAM antecedents, including usefulness (USE) and ease of use (EOU). EOU motivates USE in m-LBS. Regarding pull effect-related factors, absorptive capacity (ABC) is the strongest positive factor influencing consumer RED to use m-LBS, followed by technology willingness (TWI) and innovativeness (INN). Moreover, INN, trust (TRU) and perceived risk (RIS) significantly influence USE and EOU. Originality/value - This work endeavors to explicate customer RED toward m-LBS by incorporating some meaningful pull effect-related dimensions (i.e. ABC, TWI and INN) and pushing effect-related dimensions (i.e. RIS) into crucial antecedents rooted in TAM. Thus, the findings assist practitioners in developing marketing strategies by boosting pull effects and controlling push effects on customer engagement in m-LBS.

Suggested Citation

  • Xuan Cu Le, 2022. "Refining mobile location-based service adoption: the lens of pull effect- and push effect-related motivations," Journal of Asian Business and Economic Studies, Emerald Group Publishing Limited, vol. 30(4), pages 309-324, March.
    • Handle: RePEc:eme:jabesp:jabes-09-2021-0159
    DOI: 10.1108/JABES-09-2021-0159
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    More about this item

    Keywords

    Absorptive capacity; m-LBS; TAM; Technology willingness; C40; D12; M31;
    All these keywords.

    JEL classification:

    • C40 - Mathematical and Quantitative Methods - - Econometric and Statistical Methods: Special Topics - - - General
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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