Abstract:

Mobile Internet with mobility, sociability and location based service has the most developmental potential Based on the literature review and survey, this paper proposes the extended technology acceptance model (TAM), and empirically tests the model by using data collected from a survey of location based service (LBS) users The study proves the users’ intention of LBS is significantly influenced by the following four factors: perceived ease of use, perceived playfulness, network externality and privacy Finally, the results are discussed with the significance and limitations of the research also presented

Key words: mobile Internet;location based service, technology acceptance model, structural equation model