Impact Study On LBS User Behavior Of Individual Social Capital

As a new field of mobile Internet application services, Location based service(LBS) quickly penetrate into all aspects of society since2010. According to MarshallMcLuhan’s point of view, all the effects on individuals and society from media that arethe result of the media creating a new communication system in our life. As a newmedium, how LBS affect the way people communicate, and how this way based onLBS effect people get individual social capital is the focus of this thesis.Qualitative research methods is used in this thesis, and five aspects with theframework of Lasswell "5W " mode of communication from the source distribution,information carrier, the content of information, receive feedback and effect of LBS isdiscussed. The thesis concluded five the law of communication based LBS: there os nocenter of communicator, information automatically mark the position information,media intelligence, audience uncertainty and the diversity of the dissemination of results.Based on the analysis of the the LBS information dissemination process, this thesissummarizes five characteristics of LBS: Audience uncertainties promote weak tiesestablished, the concrete needs to promote more effective matching of information,information competition lead to "opinion leaders" generated, intelligence carrierpromote audience’s participation, user-generated information content promoteinformation database dynamically deposition. Through the first part of the analysis, wecan conclude that the use of LBS can change the way of interpersonal, and build a newinformation system different from traditional personal and social action.Based on the above research, quantitative research method is used in the thesis byintroducing the theory of social capital and individual social capital. Although thetheory of social capital has been studied in a lot of literature in the field ofcomputer-based Internet research, however, it has not yet found that be used in LBS.Based Summary of social capital, this thesis establish individual social capitalmeasurement system and designed questionnaires on each social capital dimension. Theresult shows that, LBS interpersonal communication will promote the chance that individual weak ties established, and be able to promote the interaction between bothon-line and off-line, increase social trust, enhance the ability of individuals to obtaininformation and improve individual’s self-esteem. This Thesis concluded LBS usebeneficial individual social capital’s accumulation. The authors hope this research canexpand the LBS research perspective, fill the gaps of the impact of social capitalresearch on LBS.