Özet:

Goal - Today, the use of mobile communications means is spreading due to increasing technological developments. Companies use location-based mobile communications to reach their customers. However, the sufficient use of location-based technologies depends on consumers’ acceptance of location-based communications. At this point, it is necessary to know the factors that prevent consumers from using location-based communications and mobile applications from adopting location-based features. This research was done to understand the factors that influence consumers’ adoption of location-based mobile communications. Method - The research is carried out within the framework of the University of Kırıkkale, the Faculty of Economics and Administrative Sciences, the primary data is collected with the easy sampling method from students, the obtained data is analyzed with the statistical package program and the research findings are interpreted. The findings - The research finds that positive attitude, perceived rational benefits and perceived facility benefits have a positive impact on the adoption of location-based mobile communications. It is also understood that privacy concerns have a negative impact on the adoption of location-based mobile communications. On the other hand, the awareness has not been seen as a significant variable in the adoption of location-based mobile communications. Debate - Research findings show that it will be useful for business and mobile application developers to the results aimed at the location-based mobile application features and young consumers to adopt location-based mobile communications; to create a positive attitude towards location-based services, to emphasize the rational and easy benefits of location-based communications, and to take measures to address the privacy concerns of smartphone users.