A Study of Examining Location Unfamiliarity as a Moderating Effect on the Intention of Using Location-based Services

Location-based advertising (LBA) is founded through the compelling compound of mobile marketing and advertising with location-based services (LBS), enhancing the value proposition for both industry segments. In this research, Location, unfamiliarity has been working as a moderator which influences perceived value and intention of using LBS. As far as literature concern Location unfamiliarity has been a new variable for mobile marketing field. According to the analysis report, Location unfamiliarity and Intention of using LBS have a negative impact which was mentioned in the hypothesis. As a result of that hypothesis were supported by analysis. Mainly Location unfamiliarity is holding the highest importance in this research. As the variables are rotating in a familiar or unfamiliar location, LBA is one of the key aspects to fulfill. Meanwhile, according to the analysis report, Push LBA comes to play apart from Pull LBA. Considering the both values, they are almost equal and only a very sharp difference between them.

According to the research results, there is a positive relationship with perceived value and intention of using LBS. The more perceived value of consumers, the intention of using LBS will get higher. The primary aim has been done to investigate the moderating influence towards intention of using LBS.