Location Based Services Acceptance and Adoption Evaluation: An Investigation on Mobile Phone Users’ Response to Awareness and Utilization of LBS Technology in Nairobi Kenya

Location Based Navigation System (LBNS) is a specific Location Based Service (LBS) purely for navigational purpose. These systems resolve position of a user by using GNSS/GPS positioning technologies, to which supplementary information on goods and services are tagged. The navigation services have become popular and can be installed on mobile phones to provide route information, location of points of interest and user’s current location. LBS has continued to face challenges which include “communication” process towards user reference. Location Based Service System conveys suitable information through a mobile device for effective decision making and reaction within a given time span. This research was geared at understanding the state of LBS technology acceptance and adoption by users in Nairobi Kenya. To do this a quantitative study was carried out through a questionnaire, to investigate mobile phone users’ response on awareness and use of LBS technology. Testing the growth of this technology in this region compared to predictions in previous studies using Technology Acceptance Model (TAM), it is evident that many users may be aware of GPS functionality in mobile phones but are certainly yet to fully embrace the technology as they rarely use it. This points to some underlying challenges towards this technology within this part of the World, thereby recommending for deliberate monitoring and evaluation of LBS technology for sustenance growth based on user satisfaction and acceptance for improved usability.