Purpose: This study intends to examine the factors influencing user adoption of location based service (LBS).

Design/methodology/approach: This paper develops the research model for user adoption of LBS with the technology acceptance model (TAM) as the theoretical foundation. Using a questionnaire and sampling method, empirical data was collected from 386 participants. Structured equation modeling was used to test the validity of the proposed model.

Findings: The results show that 1) perceived ease of use, perceived usefulness and perceived playfulness were direct determinants of behavioral intention, and perceived ease of use has the greatest impact of the three; 2) emergency, ubiquity, technology maturity and social trust all have positive and significant impacts on perceived ease of use; 3) emergency and social trust significantly influence perceived usefulness positively; 4) individualization and social impact significantly affect perceived playfulness positively.

Research limitations: Subjects were from Mainland China, which limits the generalizability of the research findings. The interaction effects of age, gender and user experience were not included.

Practical implications: This study offers LBS operators, marketers and application developers insights into the way to attract more users by increasing perceived usefulness, ease of use and playfulness of LBS.

Originality/value: Location based service is still a relatively new concept and there were few theoretical and empirical studies that examine user adoption of the service. This study contributes to existing LBS adoption studies by modifying and extending TAM and meanwhile the empirical study will help the research community gain a deeper understanding of the factors affecting user adoption of LBS.

Purpose: This study intends to examine the factors influencing user adoption of location based service (LBS).

Design/methodology/approach: This paper develops the research model for user adoption of LBS with the technology acceptance model (TAM) as the theoretical foundation. Using a questionnaire and sampling method, empirical data was collected from 386 participants. Structured equation modeling was used to test the validity of the proposed model.

Findings: The results show that 1) perceived ease of use, perceived usefulness and perceived playfulness were direct determinants of behavioral intention, and perceived ease of use has the greatest impact of the three; 2) emergency, ubiquity, technology maturity and social trust all have positive and significant impacts on perceived ease of use; 3) emergency and social trust significantly influence perceived usefulness positively; 4) individualization and social impact significantly affect perceived playfulness positively.

Research limitations: Subjects were from Mainland China, which limits the generalizability of the research findings. The interaction effects of age, gender and user experience were not included.

Practical implications: This study offers LBS operators, marketers and application developers insights into the way to attract more users by increasing perceived usefulness, ease of use and playfulness of LBS.

Originality/value: Location based service is still a relatively new concept and there were few theoretical and empirical studies that examine user adoption of the service. This study contributes to existing LBS adoption studies by modifying and extending TAM and meanwhile the empirical study will help the research community gain a deeper understanding of the factors affecting user adoption of LBS.