Adoption and Diffusion Rule of LBS in the View of Social Network Privacy–A Case Study of SinaMicroblog LBS

Some studies have shown that the attitude and intention of using mobile LBS is strongly influenced by the privacy factor. Since LBS bears prominent privacy attribute, our study selects the aggregation form based on Microblog content in the LBS of SinaMicroblog, namely, LBS Microblog, asthe object of study, acquires an actual Microblog user data sample of over 30,000 items, with over 8.64 million Microblog postings and 20 million Microblog re-postings of these users, conducts a contrastive research on the adoption behavior in LBS of users at Hub nodes and common nodes in social network through relative analysis, and discusses the diffusion rule of LBS through BASS model. The study finds that the structure attribute of users in social network has strong influence on the adoption rule of LBS; the adoption of different types of LBS by users is obviously in consistency; LBS is remarkably influenced by emergencies related to privacy.