Consumer Value of Context Aware and Location Based Mobile Services
Henny de Vos,
Marije Teerling and
Mirella Kleijnen Additional contact information Henny de Vos: Novay, The Netherlands
Timber Haaker: Novay, The Netherlands
Marije Teerling: Novay, The Netherlands
Mirella Kleijnen: Free University, The Netherlands
Context aware services have the ability to utilize information about the userâ€™s context and adapt services to a userâ€™s current situation and needs. In this article the authors consider usersâ€™ perceptions of the added value of location awareness and presence information in mobile services. The authors use an experimental design, where stimuli comprising specific bundles of mobile services were presented to groups of respondents. The stimuli showed increasing, manipulated, levels of context-awareness, including location of the user and location and availability of buddies as distinct levels. Their results indicate that simply adding context aware features to mobile services does not necessarily provide added value to users, rather the contrary. The potential added value of insight in buddiesâ€™ location and availability is offset by peopleâ€™s reluctance to share location information with others. Although the average perceived value overall is rather low there exists a substantial minority that does appreciate the added context aware features. High scores on constructs like product involvement, social influence and self-expressiveness characterize this group. The results also show that context aware service bundles with utilitarian elements have a higher perceived value than bundles with hedonic elements. On the basis of the different results some guidelines for designing context aware mobile services are formulated.