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

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.