Precise Positioning of Marketing and Behavior Intentions of Location-Based Mobile Commerce in the Internet of Things

In the complex environment of the IoT (Internet of Things), the amount of information available is enormous and the number of users also increases at a blistering pace. With a huge number of users, e-commerce marketing strategies in the IoT become extremely important and must be altered accordingly in response to changes in the environment and industry. Hence, the application of IoT technology to mobile commerce allows users to receive integrated information according to time, location, and context using location-based service, and provides them with a more effective shopping experience. The validation results show that external variables indirectly influence behavioral intention through perceived usefulness. The investigation of behavioral intention is used to understand users’ acceptance and using willingness of the store app, which can help narrow the gap between stores and consumers, and help improve operations.