CLASSIFYING, PROFILING AND PREDICTING USER BEHAVIOR IN THE CONTEXT OF LOCATION BASED SERVICES

Motivated by the technology evolutions and the corresponding changes in user-consumer behavioral patterns, this study applies a Location Based Services (LBS) environmental determinants' integrated theoretical framework by investigating its role on classifying, profiling and predicting user-cons...

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Bibliographic Details
Published inJournal of electronic commerce research Vol. 17; no. 4; pp. 340 - 357
Main Authors Koutsiouris, Vasilios, Vrechopoulos, Adam, Doukidis, Georgios
Format Journal Article
LanguageEnglish
Published Long Beach Journal of Electronic Commerce Research 01.11.2016
Subjects
Attitudes
Behavior change
Classification
Clusters
Consumer behavior
Consumers
Density
Determinants
Electronic commerce
End users
Entertainment industry
Integrated approach
Literature reviews
Location based services
Marketing
Mobile commerce
Power
Privacy
Profiles
Social environment
Social networks
Technology
User behavior
Verbal ability
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Summary:Motivated by the technology evolutions and the corresponding changes in user-consumer behavioral patterns, this study applies a Location Based Services (LBS) environmental determinants' integrated theoretical framework by investigating its role on classifying, profiling and predicting user-consumer behavior. For that purpose, a laboratory LBS application was developed and tested with 110 subjects within the context of a field trial setting in the entertainment industry. Users are clustered into two main types having the "physical" and the "social density" determinants to best discriminate between the resulting clusters. Also, the two clusters differ in terms of their spatial and verbal ability and attitude towards the LBS environment. Similarly, attitude is predicted by the "location", the "device" and the "mobile connection" LBS environmental determinants for the "walkers in place" (cluster #1) and by all LBS environmental determinants (i.e. those determinants of cluster #1 plus the "digital" and the "social environment" ones) for the "walkers in space" (cluster #2). Finally, the attitude of both clusters' participants towards the LBS environment affects their behavioral intentions towards using LBS applications, with limited, however, predicting power observed in this relationship.
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ISSN:1938-9027
1526-6133