Business, College of


Date of this Version



A THESIS Presented to the Faculty of The Graduate College at the University of Nebraska In Partial Fulfillment of Requirement For the Degree of Master of Arts, Major: Interdepartmental Area of Business, Under the Supervision of Professor Keng L. Siau. Lincoln, Nebraska: May 2012.

Copyright 2012 Natalie Jun Pei Chin


Location-based services evolved with the advancement in mobile technology and wireless technology. Researchers have studied location-based services in terms of privacy, trust, and user acceptance. Statistics suggest the percentage of location-based services users is still relatively low. Therefore, the main objective of this study was to gain a comprehensive and holistic understanding of the critical success factors of location-based services. The electronic brainstorming approach was used to gather the opinions of an expert group of practitioners, researchers, and users on the critical success factors of location-based services. Through grouping similar factors together based on past literature, 15 categories of critical success factors were developed. These 15 categories were ranked and rated according to importance. The results showed that speed, real-time or up-to-date information, cost, usefulness or benefits, and simple or ease of use are the five most important critical success factors. The results of this research highlight potential areas of research, and research and development. The results of this study also provide guidelines for practitioners to create a competitive location-based services strategy to increase consumer adoption.

Advisor: Keng L. Siau