Asia Pacific Journal of Information Systems (APJIS)

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Date	September 2014
Vol. No.	Vol. 24 No. 3
DOI	http://dx.doi.org/10.14329/apjis.2014.24.3.299
Page	299~323
Title	A Study on the Effect of Location-based Service Users’ Perceived Value and Risk on their Intention for Security Enhancement and Continuous Use: With an Emphasis on Perceived Benefits and Risks
Author	Kyung Ah Park, Dae Yong Lee, Chulmo Koo
Keyword	Location Based Services, Perceived Benefit, Perceived Risk, Perceived Value, Benefit-Risk Analysis, Intention to Use
Abstract	The reason location based service is drawing attention recently is because smart phones are being supplied increasingly. Smart phone, basically equipped with GPS that can identify location information, has the advant-age that it can provide contents and services suitable for the user by identifying user location accurately. Offering such diverse advantages, location based services are increasingly used.In addition, for use of location based services, release of users personal information and location data is essentially required. Regarding personal information and location data, in addition to IT companies, general companies also are conducting various profitable businesses and sales activities based on personal information, and in particular, personal location data, comprehending high value of use among personal information, are drawing high attentions. Increase in demand of personal information is raising the risk of personal in-formation infringement, and infringements of personal location data also are increasing in frequency and degree. Therefore, infringements of personal information should be minimized through users action and efforts to reinforce security along with Act on the Protection of Personal Information and Act on the Protection of Location Information.This study aimed to improve the importance of personal information privacy by empirically analyzing the effect of perceived values on the intention to strengthen location information security and continuously use location information for users who received location-based services (LBS) in mobile environments with the privacy calculation model of benefits and risks as a theoretical background. This study regarded situation-based provision, the benefit which users perceived while using location-based services, and the risk related to personal location information, a risk which occurs while using services, as independent variables and investigated the perceived values of the two variables. It also examined whether there were efforts to reduce risks related to personal location information according to the values of loca-tion-based services, which consumers perceived through the intention to strengthen security. Furthermore, it presented a study model which intended to investigate the effect of perceived values and intention of strengthening security on the continuous use of location-based services.A survey was conducted for three hundred ten users who had received location-based services via their smartphones to verify study hypotheses. Three hundred four questionnaires except problematic ones were collected. The hypotheses were verified, using a statistical method and a logical basis was presented. An empirical analysis was made on the data collected through the survey with SPSS 12.0 and SmartPLS 2.0 to verify respondents demographic characteristics, an exploratory factor analysis and the appropriateness of the study model.As a result, it was shown that the users who had received location-based services were significantly influ-enced by the perceived value of their benefits, but risk related to location information did not have an effect on consumers perceived values. Even though users perceived the risk related to personal location information while using services, it was viewed that users perceived value had nothing to do with the use of location-based services. However, it was shown that users significantly responded to the intention of strength-ening security in relation to location information risks and tended to use services continuously, strengthening positive efforts for security when their perceived values were high.

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