Title: Adoption of mobile Location-Based Services with Zaltman Metaphor Elicitation Techniques

Authors: Tzong-Ru Lee, Shiou-Yu Chen, Shiau-Ting Wang, Shuchih Ernest Chang

Addresses: Department of Marketing, National Chung Hsing University, 250 Kuokuang Road, Taichung, Taiwan 40227, ROC. ' Department of Shipping and Transportation Management, National Taiwan Ocean University, 2, Pei-Ning Road, Keelung, Taiwan 20224, ROC. ' Institute of Electronic Commerce, National Chung Hsing University, 250 Kuokuang Road, Taichung, Taiwan 40227, ROC. ' Institute of Electronic Commerce, National Chung Hsing University, 250 Kuokuang Road, Taichung, Taiwan 40227, ROC

Abstract: The Location-Based Services (LBS) through wireless pervasive devices at right place and right time could be beneficial to both businesses and their customers. However, the adoption rates of LBS are far from satisfactory, implying that there might be some factors keeping the potential users away from using LBS. This research integrated a qualitative method, Zaltman Metaphor Elicitation Techniques, with the quantitative questionnaire survey to elicit and validate underlying factors which influence potential users| attitude and intentions toward LBS. Our findings can be referenced by service providers for designing and developing successful business applications to catch the revolutionary opportunity and benefit of LBS.

Keywords: mobile LBS; location-based services; mobile communications; ZMET; Zaltman metaphor elicitation techniques.

DOI: 10.1504/IJMC.2009.021675

International Journal of Mobile Communications, 2009 Vol.7 No.1, pp.117 - 132

Published online: 30 Nov 2008 *

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