Mobile Location-Based Services: Current Use and Future Prospects

Introduction

Mobile communication technologies has allowed consumers to access the services they want to use anywhere even on the move owing to the high-speed cellular network service along with the development of GPS technology (Elkhodr et al., 2021; Roopa et al., 2018). These services include many practical and fun services such as location- sensitive payment service, navigation, near-point information, store-guide, traffic updates, location-based advertising, mobile games, and discount coupons (Barnes, 2003; Luo et al., 2021). Providing applications using commercially sensitive geographic location information and value-added services is called location-based services (LBS) (Sørebø et al., 2009). LBS shows its potential by allowing suppliers and sellers to obtain confidential information such as the personal information of consumers in real time (Bellavista et al., 2008). Especially mobile location-based service(M-LBS) users are growing every year and getting more popular owing to various applications such as Yelp and Trip Advisor (Chen et al., 2018; Akel & Armağan, 2021). However, no matter how useful it is, a service distributed without the consent of a user can irritate the consumers and even be disregarded by the consumers (Teo & Zhou, 2014). Therefore, it is necessary to maximize the service satisfaction by motivating the user by providing a service that is in accordance with the service providing environment.

Self-determination theory (SDT) argues that autonomy, relatedness, and competence are three intrinsic values motivating people. Therefore, when these three factors are satisfied, more intrinsic motivation is given to using the service. It has been shown that intrinsic motivation enhances satisfaction and achievement and it is superior to extrinsic motivation. However, it is hard to say that intrinsic motivation is always more important than the extrinsic motivation in the IT system field. Depending on the IT system characteristics, extrinsic motivation can be more suitable. Although some studies have examined the three factors of SDT affecting the intrinsic and extrinsic motivation of users (Lin et al., 2007; Chen & Jang, 2010), their effects on M-LBS have not been evaluated. Furthermore, no study has examined the differences in the user motivation by distinguishing the push type and the pull type, which are the information delivery mechanisms of M-LBS. There are two common ways to reflect the new location: the push type provides contents with users and the pull type service needs a user to request location guidance service (Wakefield & Whitten, 2006; Fan et al., 2021). These two ways are study topics in the field of M-LBS because users experience different advantages and utilities depending on these two ways. The push type requires a little effort from a user but it does not control an unexpected situation well. On the other hand, the pull type allows a user to control services, but the user may receive a service that does not agree with the current situation. Due to the difference in the mechanism of the two M-LBS types, a user chooses push or pull type mechanisms depending on service convenience (Teo & Zhou, 2014; Nikou & Economides, 2017; Fan et al., 2021). The two mechanisms use different scopes and methods of receiving information depending on the level of users’ personal information disclosure. The user may selectively choose one of the two service types to satisfy the service usage motivation.

Therefore, this study aimed to identify the usage motivation of users by service types, discover factors acting as intrinsic stimulator affecting it, and evaluate if the effects influencing the intrinsic motivation or extrinsic motivation differ by type. This study also aimed to confirm whether customized information such as a recommendation system could result in continuous use intention because a continuous use can be considered as a successful service (Bhattacherjee, 2001). The rest of the paper is organized as follows. Section 2 provides a theoretical background and hypothesis. Section 3 presents research method. Section 4 presents results. Section 5 presents general discussion and practical implication. Section 6 presents limitation and future research opportunities.