Predicting User Acceptance and Continuance Behaviour Towards Location-based Services: The Moderating Effect of Facilitating Conditions on Behavioural Intention and Actual Use

Abstract

The purpose of this study is to establish and examine the significance of a consumer acceptance and continuance model for location-based services (LBSs) through the integration of perceived entertainment gratification (PEG) and perceived application quality (PAQ) with the technology acceptance model (TAM). By arguing that behavioural intention (BI) does not automatically lead to actual use (AU), we investigated the moderating effect of facilitating conditions (FC) on the relationship between BI and AU. A quantitative study was conducted in Australia and Bangladesh; data were obtained from multiple sources by systematic sampling of the distribution of questionnaires. For data analysis we applied the partial least square (PLS) method. The results indicate that, in both Australia and Bangladesh, perceived usefulness (PU), PEG and PAQ have significant influence on user attitude (UA), which has a subsequent effect on BI. Interestingly, perceived ease of use (PEoU) does not have a direct effect on UA but indirectly influences it through PU—confirming the mediating effect of PU. Further, FC has a moderating effect between BI and AU. The implications of these findings and directions for future research directions are also discussed.