A Research Model for Studying Privacy Concerns Pertaining to Location-Based Services

Location-based services (LBS) are services that take into account the geographic location of a user. With the rapid growth of mobile devices, LBS are expected to spread rapidly. While LBS promise efficiency and effectiveness gains, their use also raises fundamental privacy issues. In a market survey, 24% of the respondents mentioned that they are seriously concerned about the privacy implications of disclosing their location. Thus the focus of this paper is to understand what antecedents determine intentions to use LBS. A research model is developed that incorporates constructs, such as personality traits, task and technology characteristics, perceived privacy, trust and risk, and usefulness as antecedents of LBS usage intentions.