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“Have you checked in?” : understanding the factors that predict the usage pattern of location-sharing applications among young Indonesian users.

Kusumadewi, Margareta Citra (2013) “Have you checked in?” : understanding the factors that predict the usage pattern of location-sharing applications among young Indonesian users.

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Abstract:This study was conducted to understand the factors that influence the usage pattern of young Indonesian users on the use of Location Sharing Application (LSA). Usage Pattern became the dependent variable and various predictors were suggested in this study. The first set of predictors of usage pattern is benefits factors such as entertainment, information searching, information dissemination, and impression management. Furthermore, usage pattern was also predicted to be dependent on the user’s trust in the LSA provider and also on the user’s trust in other users. Social influence was also predicted to influence usage pattern. In addition, as the study was focusing on the usage, gender was also included in the analysis. Besides looking into the benefits, trust, social influence, and gender, privacy was also explored. The study was conducted in Yogyakarta, Indonesia using a quantitative method following a paper based survey method. A total of 706 bachelor students from Universities and Colleges in Yogyakarta, Indonesia participated in this study with 655 respondents fully completing the survey. This study implemented hierarchal regression analysis in order to answer the research question. The result from the data revealed that five important predictors predict the usage pattern of young Indonesian users on LSAs. These predictors are social influence, entertainment, impression management, and information searching and information dissemination. The result of this study is anticipated to provide insight for application developers and its marketers on what to focus on when designing an LSA particularly for Indonesian market.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/64033
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