Consumer Location Based Service Perceptions and Response: a focus on Location Based Services and Emerging Mobile Lifestyles
type: CreativeWork
description: Location Based Services (LBS) and electronically mediated lifestyles (e-lifestyles) represent emergent new areas with approaches (e.g. apps and e-activities) billed to change customer experiences and responses. Marketers are confronted with a challenge of understanding how consumers engage with mobile services and how to design appropriate strategies towards that (Donovan, 2013). A review of extant literature has indicated that the implementation of marketing strategies based on LBS is still in its infancy, and yet to gain widespread acceptance by consumers. The role of individual differences in consumer response to LBS is not reported in any substantive way in the literature- yet we know that e-lifestyles are now shaping different consumer responses to LBS. This PhD addresses this important area, with a focus on the role of e-lifestyles in consumer response to location-based services. The study relied on a sequential multimethod qualitative method of enquiry. Initially, in the first phase of data collection, relevant LBS websites were observed over a three-month period to explore consumer familiarity, attitudes and experience, offering some rich insights into consumer LBS awareness. In phase two of the research, specialist interviews (thirty-eight in total) were used in conjunction with cartoon tests as an effective way to establish the role of e-lifestyles, situational decision making as well as capturing actual (typical) consumer response in LBS encounters. In phase three, three focus groups were conducted with different user groups (young students, young professionals and older established working participants with families) to examine the role of individual factors in consumer LBS response. Findings in the study point to good experience with LBS with some selective engagement depending on user group profile, which broke down into ‘Involved’, ‘Observer’ or ‘Transaction’ orientations. Phase two (innovative cartoon tests) led to findings that mapped actual consume…
abstract: Location Based Services (LBS) and electronically mediated lifestyles (e-lifestyles) represent emergent new areas with approaches (e.g. apps and e-activities) billed to change customer experiences and responses. Marketers are confronted with a challenge of understanding how consumers engage with mobile services and how to design appropriate strategies towards that (Donovan, 2013). A review of extant literature has indicated that the implementation of marketing strategies based on LBS is still in its infancy, and yet to gain widespread acceptance by consumers. The role of individual differences in consumer response to LBS is not reported in any substantive way in the literature- yet we know that e-lifestyles are now shaping different consumer responses to LBS. This PhD addresses this important area, with a focus on the role of e-lifestyles in consumer response to location-based services. The study relied on a sequential multimethod qualitative method of enquiry. Initially, in the first phase of data collection, relevant LBS websites were observed over a three-month period to explore consumer familiarity, attitudes and experience, offering some rich insights into consumer LBS awareness. In phase two of the research, specialist interviews (thirty-eight in total) were used in conjunction with cartoon tests as an effective way to establish the role of e-lifestyles, situational decision making as well as capturing actual (typical) consumer response in LBS encounters. In phase three, three focus groups were conducted with different user groups (young students, young professionals and older established working participants with families) to examine the role of individual factors in consumer LBS response. Findings in the study point to good experience with LBS with some selective engagement depending on user group profile, which broke down into ‘Involved’, ‘Observer’ or ‘Transaction’ orientations. Phase two (innovative cartoon tests) led to findings that mapped actual consume…
author: Giwa, Shelton Refuge
license: https://dora.dmu.ac.uk/bitstreams/4fbe2eff-1172-456b-84aa-2c5f5cd16671/download
date published: 2017
date modified: 2026-07-24T06:18:44Z
provider: De Montfort University
publisher: Networked Digital Library of Theses and Dissertations
type: WebPage
source organization: De Montfort University