The Effect of Characteristics and Perceived Privacy Risk of Mobile Location-based SNS on Intention to Use SoLoMo Applications

Submitted:October 28, 2014 1 Revision:December 18, 2014 Accepted:December 22, 2014 * 연세대학교 정경대학 경영학부 교수 ** 연세대학교 일반대학원 경영정보학과 석박사통합과정 In recent years, the social network service (SNS) and the location-based social network service (LBSNS) industry is expanding and the competition within the field is increasing much more. Since 2010, the full-scaled studies of SNS and LBSNS have begun. With the growth of SNS and LBSNS markets, SoLoMo (Social-Local-Mobile) is also becoming the trend for applications in different fields. However, despite the importance of SoLoMo, there have been little studies on the characteristics of SoLoMo applications. The purpose of this research is to investigate the effect of characteristics and perceived privacy risk of mobile location-based SNS on intention to use SoLoMo applications. For the purpose, we proposed a SoLoMo service acceptance model with TAM (Technology Acceptance Model) and the characteristics of SoLoMo applications. The characteristics consist of three factors, i.e. SNS, location, and mobile-related factors. This study also considered a gamification and a perceived privacy risk factor influencing on SoLoMo service usage in our proposed research model. The results of our empirical analysis using partial least squares (PLS) method show that the characteristics of SoLoMo applications including SNS, location, and mobile-related features, gamification, and perceived privacy risk have partially an effect on intention to use SoLoMo applications. Based on these results, SoLoMo-related companies will be able to increase the usage of SoLoMo services by differentiating their own strategies with these factors influencing on SoLoMo services. Keyword:SoLoMo, Social Network Service, Location-based SNS, Gamification, Perceived Privacy Risk, TAM, PLS 韓國IT서비스學會誌 第13卷 第4號 2014年 12月, pp.205-230 206 Taeksoo Shin.Won Sang Cho

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