A Study On The Word Of Mouth Effect Of Location Based Service Towards The Influence Of Consumer In Purchasing Decision-making

Word of mouth has been a heated topic of research for a long time,from the aspect of psychology, sociology, consumer behavior andcommunication. With the development of mobile internet, thecommunication in mobile internet attracts many scholars. The growingusage of Location Based Services (LBS) also allows marketers to use thistool as a communication medium for their business objectives.This paper intend to study word of mouth combined with the mobileInternet.That is,based on the theory of internet communication andincluding addition the factors of advertising evaluation and mobileinteraction, this study examined the influences of different informationattributes on consumers’ acceptance of LBS.The empirical result showed that customers’ attitude’s antecedentswere positively affected by several attributes, including credibility,and interactivity. The customers’ acceptance level was positivelyaffected by credibility and interactivity, which included the intimacyof LBS service providers and the receiver, and the service provider’sprofessionalism. The result also revealed that there is no connectionbetween the receivers’professionalism between and their behavior.